Health, Sports & Psychology
St Lucia reimagined: marketing a Swedish festive icon
...work in an advertisement for Rumford baking powder, where Lucia is depicted with a plate of buns and coffee, alongside a recipe for lussekatter. The advertisement claims that she brings ‘a foretaste of the delights of Christmas baking’, both highlighting Lucia’s role in holiday traditions and appealing to the ideals of homemaking during the festive season....