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The advertising of E. Remington & Sons: the creation of an iconic brand, 1854-1888

The advertising of E. Remington & Sons: the creation of an iconic brand, 1854-1888 Purpose– This article aims to document and analyze how E. Remington & Sons built a valuable firearms brand through its advertising in the period 1854-1888. Design/methodology/approach– The study uses qualitative methods. Primary source documents include newspapers, journals, and catalogs. The advertising analyzed came primarily from three periodicals – Harper's Weekly, The Army Navy Journal, and American Agriculturalist – that together reached a broad audience of American firearms consumers. Findings– Advertising to both civilian and military markets, Remington used a number of appeals including expert testimonials, fears of robbery and home invasion, and boasts of quality, military contracts, and honors from shooting competitions. Until the late 1870s, Remington used manufacturer's advertising more than its competitors. Originality/value– Business historians have not seriously addressed Remington or other gun advertising and branding during the nineteenth century, while firearms historians have largely relegated these ads and other promotional ephemera to illustrative accessory roles, not as subjects of independent consideration. By investigating the rise of this important firearms brand, the research sheds light on the evolution of the American firearms industry and the prevailing gun culture. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

The advertising of E. Remington & Sons: the creation of an iconic brand, 1854-1888

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References (36)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-11-2012-0028
Publisher site
See Article on Publisher Site

Abstract

Purpose– This article aims to document and analyze how E. Remington & Sons built a valuable firearms brand through its advertising in the period 1854-1888. Design/methodology/approach– The study uses qualitative methods. Primary source documents include newspapers, journals, and catalogs. The advertising analyzed came primarily from three periodicals – Harper's Weekly, The Army Navy Journal, and American Agriculturalist – that together reached a broad audience of American firearms consumers. Findings– Advertising to both civilian and military markets, Remington used a number of appeals including expert testimonials, fears of robbery and home invasion, and boasts of quality, military contracts, and honors from shooting competitions. Until the late 1870s, Remington used manufacturer's advertising more than its competitors. Originality/value– Business historians have not seriously addressed Remington or other gun advertising and branding during the nineteenth century, while firearms historians have largely relegated these ads and other promotional ephemera to illustrative accessory roles, not as subjects of independent consideration. By investigating the rise of this important firearms brand, the research sheds light on the evolution of the American firearms industry and the prevailing gun culture.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: Nov 4, 2013

Keywords: Advertising history; Branding history; E. Remington & Sons; Firearms history; Harper's Weekly ; The Army Navy Journal ; American Agriculturalist

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