...). This publication aimed directly at the retail distributors of the company’s broad new product line. To fill its substantial weapons contracts during World War I, the Winchester Repeating Arms Company financed an expansion in plant and equipment. When the War ended, the company had debts to retire and a great deal...

...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...