{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,4]],"date-time":"2026-07-04T12:13:19Z","timestamp":1783167199786,"version":"3.54.6"},"reference-count":0,"publisher":"Oxford University Press (OUP)","issue":"4","license":[{"start":{"date-parts":[[2024,6,15]],"date-time":"2024-06-15T00:00:00Z","timestamp":1718409600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2024,12,30]]},"abstract":"<jats:title>Summary<\/jats:title>\n               <jats:p>This paper explores the early marketing practices (1910\u20131940) of the Swedish cough drop brand L\u00e4kerol, demonstrating how it capitalised on the \u2018spaces of confusion\u2019 posed by the product\u2019s liminality between food and medicine to create a slick marketing campaign inspired by the tried-and-tested formulas of the food industry. Advertisements used a range of strategies, such as expert and role model testimonials, humorous and serious newsjacking and the introduction of a friend-physician brand mascot to extend L\u00e4kerol from a cold remedy to an everyday product necessary for fun and excitement. By telling consumers not just about its benefits, but also connoting that it was part of a contemporary way of living, L\u00e4kerol was able to incorporate itself into a daily consumerist lifestyle, growing into a trendy and popular brand consumed daily by Swedes as part of a ritualised practice.<\/jats:p>","DOI":"10.1093\/shm\/hkae038","type":"journal-article","created":{"date-parts":[[2024,6,15]],"date-time":"2024-06-15T14:27:57Z","timestamp":1718461677000},"page":"758-788","source":"Crossref","is-referenced-by-count":2,"title":["Blurring the Boundaries Between Medicine and Food: The Canny Marketing of L\u00e4kerol in Early Twentieth-Century Sweden"],"prefix":"10.1093","volume":"37","author":[{"given":"Lauren Alex","family":"O\u2019Hagan","sequence":"first","affiliation":[{"name":"School of Languages and Applied Linguistics, The Open University , Milton Keynes ,","place":["UK"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"G\u00f6ran","family":"Eriksson","sequence":"additional","affiliation":[{"name":"Department of Media and Communication Studies, School of Humanities, Education and Social Sciences, \u00d6rebro University , Fakultetsgatan 1, \u00d6rebro 702 81 ,","place":["Sweden"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"286","published-online":{"date-parts":[[2024,6,15]]},"container-title":["Social History of Medicine"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/academic.oup.com\/shm\/article-pdf\/37\/4\/758\/58242172\/hkae038.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"syndication"},{"URL":"https:\/\/academic.oup.com\/shm\/article-pdf\/37\/4\/758\/58242172\/hkae038.pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,4,14]],"date-time":"2025-04-14T06:17:46Z","timestamp":1744611466000},"score":1,"resource":{"primary":{"URL":"https:\/\/academic.oup.com\/shm\/article\/37\/4\/758\/7693897"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,6,15]]},"references-count":0,"journal-issue":{"issue":"4","published-online":{"date-parts":[[2024,6,15]]},"published-print":{"date-parts":[[2024,12,30]]}},"URL":"https:\/\/doi.org\/10.1093\/shm\/hkae038","relation":{},"ISSN":["0951-631X","1477-4666"],"issn-type":[{"value":"0951-631X","type":"print"},{"value":"1477-4666","type":"electronic"}],"subject":[],"published-other":{"date-parts":[[2024,11]]},"published":{"date-parts":[[2024,6,15]]}}}