FASHION THE KITCHEN: CAST IRON STOVES 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 20th century is not well known. This qualitative analysis of published cast iron stove advertisements 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.