The Daily Mail Rose: Advertising, Gardening and Suburban Aspirations in the Edwardian Period and After

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In the Edwardian period the Daily Mail utilised a range of sophisticated marketing techniques to promote its brand. This article explores a series of competitions run by the newspaper, including the Daily Mail rose. As publicity stunts, these competitions associated the newspaper’s brand with the lifestyle of the suburban middle class, and were promoted through exhibitions, including the Ideal Home Show. The leisure pursuit of gardening in particular was tied into these competitions, and the newspaper offered its readers both advice on this subject and the opportunity to participate in this activity in its pages. The Mail thus played on their aspirations and associated itself with an ideal of Englishness, often targeting women in particular. Through these conceits, it attached its branding to everyday objects transforming them into vehicles for advertising. Its success meant the Mail established an enduring link with material culture into the Post-War.

Original languageEnglish
Pages (from-to)482-493
Number of pages12
JournalMedia History
Issue number4
Early online date8 Jun 2021
Publication statusPublished - 1 Oct 2022

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