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Chromolithographed history: brands’ trade cards and the co-construction of the French “roman national” (1900s-1930s)

Chromolithographed history: brands’ trade cards and the co-construction of the French “roman... The purpose of this paper is to study how several brands like Poulain, Liebig and Guérin have helped to disseminate the French roman national through their chromolithographs at the beginning of the 20th century. By doing so, the paper highlights the participation of brands in the co-construction of the French roman national, a historical narrative that articulates state-supported collective memories.Design/methodology/approachA total of 1,106 historical trade cards have been collected and analyzed. Historical studies of the roman national have been used as secondary sources to aid in the interpretation of the motifs conveyed in those chromolithographs.FindingsChromolithographic images produced by various brands at the beginning of the 20th century contributed to the roman national. They provide an ethnocentric, patriotic and linear view of history but are also crossed by political fault lines, opposing secular and Catholic visions of history.Originality/valueThe chromolithographs produced and disseminated by companies have so far only been analyzed as promotional tools, aimed at popularizing brands and stores. By studying roman national motifs, this paper helps us understand what role businesses have played in building other narratives and forging a national spirit. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Chromolithographed history: brands’ trade cards and the co-construction of the French “roman national” (1900s-1930s)

Journal of Historical Research in Marketing , Volume 14 (1): 18 – Jan 26, 2022

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References (10)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1755-750X
eISSN
1755-750X
DOI
10.1108/jhrm-05-2021-0020
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to study how several brands like Poulain, Liebig and Guérin have helped to disseminate the French roman national through their chromolithographs at the beginning of the 20th century. By doing so, the paper highlights the participation of brands in the co-construction of the French roman national, a historical narrative that articulates state-supported collective memories.Design/methodology/approachA total of 1,106 historical trade cards have been collected and analyzed. Historical studies of the roman national have been used as secondary sources to aid in the interpretation of the motifs conveyed in those chromolithographs.FindingsChromolithographic images produced by various brands at the beginning of the 20th century contributed to the roman national. They provide an ethnocentric, patriotic and linear view of history but are also crossed by political fault lines, opposing secular and Catholic visions of history.Originality/valueThe chromolithographs produced and disseminated by companies have so far only been analyzed as promotional tools, aimed at popularizing brands and stores. By studying roman national motifs, this paper helps us understand what role businesses have played in building other narratives and forging a national spirit.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: Jan 26, 2022

Keywords: Branding history; Advertising history; France; Roman national; Chromolithograph; Trade cards

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