‘We have a prodigious amount in common’. Reappraising Americanisation and circulation of knowledge in the interwar Nordic advertising industry
本文研究两次世界大战之间北欧广告业的合作，挑战了以美国化为中心的解释，强调北欧国家之间系统性的知识共享以及英美思想与本土经验的结合。
This article discusses the interwar collaboration in the Nordic advertising industry in relation to the literature on ‘Americanisation’ in advertising and business history. We argue that the focus on Americanisation has caused research to overlook other important arenas for sharing knowledge in the development of advertising and commercial practices in twentieth-century Europe. We show the importance of the systematic collaboration between advertising communities in the Nordic countries through which Anglo-Saxon ideas, as well as domestic experiences, were shared. The collaboration was a crucial platform for the advertising industry to achieve increased societal clout. We also find that the Nordic advertising industry, as a collective, clearly distanced themselves from continental Europe based on a perception that Anglo-Saxon and Nordic advertising shared the same foundations. The results raise questions concerning assumptions about Americanisation and the role of alternative sources of inspiration and transnational collaboration in advertising history.