Friday, March 6, 2015

Anzac for sale: consumer culture, regulation and the shaping of a legend, 1915-1921

I've been published! My journal article, 'Anzac for Sale: Consumer Culture, Regulation and the Shaping of a Legend 1915–21’ appears in the current edition of Australian Historical Studies. The article is based upon the first chapter of my PhD thesis, which explores how the Anzac legend has been represented in consumer culture over one hundred years. I am very excited to offer insights into this fascinating and under-researched aspect of the Anzac tradition.

Perry’s Anzac Billiard Palace in Wallaroo, Queensland.
From the collection of the National Archives of Australia.

Abstract: After the Gallipoli landing on 25 April 1915, the word Anzac began to appear with increasing frequency to brand a range of Australian consumer products and many traders applied to change the name of their businesses to Anzac. On 25 May 1916, the federal government issued War Precautions Regulations prohibiting the unauthorised use of the word Anzac ‘in any trade, business, calling or profession’. This article explores applications to use the word Anzac for commercial purposes between 1915 and 1921 to argue that consumer culture became a battleground where individuals and groups competed to assert ownership over the word and the social currency it represented.

The original article is available online through Taylor & Francis Australasia. Australian Historical Studies is not an open access journal. If you do not have a subscription to this journal you can download an unformatted copy of the article text from Google Docs (69MB).

Citation: Jo Hawkins, ‘Anzac for Sale: Consumer Culture, Regulation and the Shaping of a Legend 1915–21’, Australian Historical Studies, vol. 46, no. 1, 2015, pp.7-26

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