oa Lagos Notes and Records - Modernity rejected? Marketing Schnapps gin in West Africa, 1945-1970

Volume 12, Issue 1
  • ISSN : 0075-7640



Following World War II, references to progress and modernity were frequently used in West Africa to sell policies, politicians, commodities, and services. During the 1950s and 1960s, advertising for a diverse range of products, evoked connections with an international world that was modern, successful, and ambitious. By 1970, however, marketing for schnapps gin specifically had changed to allude to African tradition and a link to the traditional status of chiefs and elders.

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