[Commlist] Special Issue CfP - Historical Analysis of Gender-Based Marketing Strategies

*Call for Papers - Journal of Historical Research in Marketing (Special 
Issue)*

*Historical analysis of Gender-based marketing strategies*


This special issue offers an original contribution by situating gender 
at the centre of historical marketing analysis—an area often 
overshadowed by studies of firms, products, or consumers in general. It 
advances current scholarship by integrating feminist theory and visual 
culture into the historiography of marketing, providing new conceptual 
tools to interpret how gender has shaped, and been shaped by, market 
communication. This special issue aims to expand the temporal and 
geographical scope, encouraging comparative studies that trace long-term 
trajectories across different historical contexts. By including 
perspectives on both representation and agency—women as subjects and 
producers of marketing—the issue will foster a more inclusive and 
multidimensional understanding of marketing history. It will thus 
establish a framework for rethinking the relationship between gender, 
creativity, and commercial culture across time.


*Contributions from Communication & Media scholars are welcomed*

List of Topic Areas

- Representations of femininity and motherhood in advertising across 
historical periods.

- Gendered segmentation and the construction of female consumer identities

- Women as creators: illustrators, copywriters, brand designers, and 
entrepreneurs

- Domesticity, beauty, hygiene, and moral authority in female-targeted 
campaigns

- Cross-cultural comparisons of gendered advertising narratives

- The visual and symbolic construction of gender roles through posters, 
packaging, and promotional materials

- The historical role of women in marketing departments or branding strategy

- The co-construction of class and gender in market communication

- Historical debates on feminism and advertising

- Gender and emotions in historical branding strategies

*Submission detalis*

Submissions are made using ScholarOne Manuscripts. Registration and 
access are available here: https://mc.manuscriptcentral.com/jhrm 
<https://mc.manuscriptcentral.com/jhrm>

Author guidelines must be strictly followed. Please see here: 
https://www.emeraldgrouppublishing.com/journal/jhrm 
<https://www.emeraldgrouppublishing.com/journal/jhrm>

There is no cost for authors to submit or publish their work in this 
Special Issue.

*Timeline*

Full article submission deadline: 17th July 2026

*Editors*

Xavier Jou-Badal (ESCI-Universitat Pompeu Fabra)

Lara Martin-Vicario (Univresitat Internacional de Catalunya)

Maria Elena Aramendia-Muneta (Universidad Pública de Navarra)


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