Kärlek genom konsumtion : Lanseringen och legitimeringen av Alla Hjärtans dag i Sverige 1956–1971

Sammanfattning: The aim of this study is to examine how the holiday Valentine’s day was introduced in Sweden during the 1950’s. The essay reviews the topic from the field of economic history, with focus on advertising history in Sweden during the first half of the 20th century. Valentine’s day has roots in English medieval traditions and a Roman legend from 270 but has no evidence of being celebrated in Sweden earlier than 1956, when the company Nordiska Kompaniet (NK) launched its first collection of Valentine’s day cards to be put on presents to give to your loved ones. In that sense, the Swedish form of celebrating Valentine’s day stems more from American pop culture and customs, which makes the analysis of Valentine’s day in Sweden fitting in the discourse on Americanization of the European advertising industry and culture. The study uses the definition of Americanization provided from Harm G. Schröter (2005), and reviews advertisements and commentary found in newspapers such as Dagens Nyheter and Svenska Dagbladet (1956–1971) from a narrative approach, described by Peter Hansen (2012). The research questions focus on how advertisements create meaning around the holiday Valentine’s day, and whether or not the introduction of the holiday in Sweden can be seen as a part of Americanization of the Swedish culture and advertising industry. The study found that advertisements for the holiday uses Swedish and European history, an emphasis on selling the feeling of gift giving and the strive for a modern lifestyle to create meaning around the holiday and a legitimate place in the Swedish calendar. The introduction of the holiday can also be seen as a part of Americanization of the Swedish advertisement industry, with examples as portraying the American celebration as an ideal and using American advertising techniques in the advertisements analyzed.