Thin blue lines: product placement and the drama of pregnancy testing in British cinema and television

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2 Citations (Scopus)

Abstract

This article uses the case of pregnancy testing in Britain to investigate the process whereby new and often controversial reproductive technologies are made visible and normalized in mainstream entertainment media. It shows how in the 1980s and 1990s the then nascent product placement industry was instrumental in embedding pregnancy testing in British cinema and television's dramatic productions. In this period, the pregnancy-test close-up became a conventional trope and the thin blue lines associated with Unilever's Clearblue rose to prominence in mainstream consumer culture. This article investigates the aestheticization of pregnancy testing and shows how increasingly visible public concerns about ‘schoolgirl mums’, abortion and the biological clock, dramatized on the big and small screen, propelled the commercial rise of Clearblue. It argues that the Clearblue close-up ambiguously concealed as much as it revealed; abstraction, ambiguity and flexibility were its keys to success.
LanguageEnglish
Pages495-520
Number of pages26
JournalBritish Journal for the History of Science
Volume50
Issue number3
DOIs
Publication statusPublished - 30 Sep 2017

Fingerprint

Pregnancy
Placement
Drama
Testing
British Cinema
British Television
Close-up
Visible
Consumer Culture
1990s
Clock
Industry
Rise
Reproductive Technology
1980s
Entertainment
Conventional
Tropes
Abortion

Keywords

  • pregnancy testing
  • movies
  • consumer culture

Cite this

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