Fashion in the Kitchen: Cast Iron Stoves in the Province of Quebec, 1900-1914

The role of aesthetics in the marketing strategies of Quebec's foundries and retailers at the beginning of the twentieth century is not well known. The authors' qualitative analysis of published cast iron stove advertisements to French-speaking and English-speaking Quebecers suggests that the use of aesthetics to market stoves was far more elaborate than the simple alignment with trendy or classic style categories. In fact, aesthetics were the cornerstone of advertising activities aimed at developing and capitalizing on various market segments at a time of burgeoning consumerism. The authors examined 2,553 advertisements in newspaper and magazine purchased by 33 foundries and 28 merchants to promote stoves that were published in 22 Quebec newspapers between 1900 and 1914. Among the newspapers examined were Montreal's The Gazette, the Montreal Star, the Montreal Herald, the Quebec Chronicle, the Quebec Mercury, and the Sherbrooke Daily Record.

Essays in Economic and Business History

Vol. 28

41-56

2010

en