... historical research on advertising and marketing. Much of this primary data pertains most directly to the firearms industry, especially to the Winchester Repeating Arms Company, but as will be shown these sources also can inform other topics in advertising, retailing and marketing history from the mid...

...Terrence H. Witkowski Purpose This paper aims to present a visually documented brand history of Winchester Repeating Arms through a cultural analysis of iconic Western images featuring its lever action rifles. Design/methodology/approach The study applies visual culture perspectives...