Change of Hearth
Magic, Marketing, and Modernity in the Odelin Stove Le Rustique Postcard Series
Bibliographic Data
| ID | 21728557 |
|---|---|
| Authors | Michael D Garval (0000-0002-0256-9087, North Carolina State University, corresponding author) |
| Year | 2020 |
| Volume | 24 |
| Issue | 4 |
| Pages | 284-320 |
| Publication date | 2020-10-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Dix-Neuf (JOURNAL) |
| Journal identifiers | ISSN: 1478-7318 • E-ISSN: 1478-7342 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/14787318.2020.1843382 |
| OpenAlex | W3106532302 |
| Language | EN |
| References cited | 11 |
Ten 1904 postcards, marketing the Odelin Le Rustique stove, spin a fanciful, magical tale, an early example of branded storytelling, within the little–studied medium of Belle Époque advertising postcards. A self–contained series, part of a broader multi– and intermedial campaign, the cards emerged in a fluid media and marketing landscape, as companies experimented with promoting their products. Conveying a world in flux, the series interweaves narrative, cultural, ideological, socioeconomic, racial, and technological threads, to cast this crucial kitchen appliance as a vestige of ancient enchantment, harking back to the prehistoric conquest of fire, and as a key vehicle of modernization
Advertising · Archaeology · Art · Business · Hearth · Ideology · Literature · Modernity · Modernization theory · Narrative · Political science · Politics · Storytelling · Stove · Visual arts · History · Travel Writing and Literature
| Citation velocity | historical |
|---|---|
| Highly cited | No |