Chromolithographed history: brands’ trade cards and the co-construction of the French “roman national” (1900s-1930s)

Abstract

Purpose The purpose of this paper is to study how several brands like Poulain, Liebig and Guérin have helped to disseminate the French roman national through their chromolithographs at the beginning of the 20th century. By doing so, the paper highlights the participation of brands in the co-construction of the French roman national, a historical narrative that articulates state-supported collective memories. Design/methodology/approach A total of 1,106 historical trade cards have been collected and analyzed. Historical studies of the roman national have been used as secondary sources to aid in the interpretation of the motifs conveyed in those chromolithographs. Findings Chromolithographic images produced by various brands at the beginning of the 20th century contributed to the roman national. They provide an ethnocentric, patriotic and linear view of history but are also crossed by political fault lines, opposing secular and Catholic visions of history. Originality/value The chromolithographs produced and disseminated by companies have so far only been analyzed as promotional tools, aimed at popularizing brands and stores. By studying roman national motifs, this paper helps us understand what role businesses have played in building other narratives and forging a national spirit.