Cruising through advertising: cruise ship brochure advertising in the late twentieth century

• Published in: Journal of historical research in marketing Vol. 14; no. 4; pp. 401 - 423
• Main Author: Cardow, Andrew
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 27-10-2022; Emerald Group Publishing Limited
• Subjects: 19th century; 20th century; 21st century; Advertising; Brochures; Coronaviruses; COVID-19; Growth rate; Holidays & special occasions; Income inequality; Pandemics; Tourism; New Zealand; New Zealand; Marketing history; Cruise ship; Historical research methods
• ISSN: 1755-750X; 1755-750X; 1755-7518
• DOI: 10.1108/JHRM-02-2022-0006

Purpose
The purpose of this paper is an archival study of images taken from cruise brochures available in New Zealand from the late twentieth century and early twenty-first century. The investigation adds to previous work undertaken on cruise ship posters and to the discussion surrounding how cruise lines motivated customers to purchase a cruise.
Design/methodology/approach
An archival approach was taken. The aim of the research is to explain how images used in the brochures have their origin in the mid-twentieth century concept of motivational research. In doing so, the work of Veblen (1899), Lazarsfeld (1935) and Packard (1957, 1959) are used as a foundation to illustrate how more recent commentators, such as Gad (2016) and Jamieson (1983), can be evoked.
Findings
Analysis of the images presented builds upon previous work done on cruise ship posters. Previous examinations used mid-twentieth century posters to show how the ship was slowly being eroded. The current work illustrates how the brochure evolved to entice consumers to purchase. Analysis of the images suggests that motivational theory is alive and well within the cruise industry.
Research limitations/implications
This study is constructed around the archival holding of the National Maritime Museum of New Zealand. As such, the study does not include information that does not form part of this holding.
Practical implications
New Zealand underwent large structural, economic and social change between 1984 and 2000. During that time, there was growth of income inequity. This provided some with greater disposable income for leisure and travel. While the following survey concerns cruise ship brochures, an examination of airline, resort and hotel advertising may be worthy of a companion study.
Originality/value
The cruise ship brochure available to New Zealand customers in the last quarter of the twentieth century demonstrated the ship is not centre stage. In this regard, the following work adds to previous work conducted using posters and an understanding of the evolution of cruise ship advertising in emergent modern markets.