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Instant Gloss: Promoting Paint in 1840s Paris. The Example of Louis Viard’s Chromo-Duro-Phane Varnish

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  • Spennemann Dirk H.R.

    (Charles Sturt University, Albury, Australia)

Abstract

While often operating the margins of propriety, advertisers and marketers are constrained by the social mores of their times. During the early nineteenth century, product promotion opportunities were limited to a mix of newspapers, hoardings and pamphlets. Some enterprising entrepreneurs and innovative individuals pushed the envelope of the acceptable, effectively creating new standards. This paper presents the first case study where the advertising and marketing strategies of a single French entrepreneur are being examined in depth.

Suggested Citation

  • Spennemann Dirk H.R., 2021. "Instant Gloss: Promoting Paint in 1840s Paris. The Example of Louis Viard’s Chromo-Duro-Phane Varnish," Studia Historiae Oeconomicae, Sciendo, vol. 39(1), pages 77-124, December.
    • Handle: RePEc:vrs:sthioe:v:39:y:2021:i:1:p:77-124:n:3
    DOI: 10.2478/sho-2021-0004
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    References listed on IDEAS

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