ABSTRACT

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.

摘要

十张1904年销售Odelin Le Rustique炉灶的明信片，在经过研究很少的BelleÉpoque广告明信片中，制作了一个虚构的，神奇的故事，这是一个讲故事的早期例子。这是一个自成体系的系列产品，是更广泛的多媒体和中介活动的一部分，随着公司尝试推广其产品，这些卡出现在活跃的媒体和营销环境中。该系列传达了一个变化多端的世界，将叙事，文化，意识形态，社会经济，种族和技术线程交织在一起，将这一至关重要的厨房用具铸造成古老的结局痕迹，追忆着史前对火的征服，并成为了关键工具现代化。