Danger Sound Klaxon! by Matthew F. Jordan

Author:Matthew F. Jordan [Jordan, Matthew F.]
Language: eng
Format: epub
Tags: BUS023000 BUSINESS & ECONOMICS / Economic History, HIS036060 HISTORY / United States / 20th Century
Publisher: University of Virginia Press

Klaxon and the Creation of the Corporate Soul

Of course, Klaxon was never “global” or heard “round the world” in the literal sense. As with World War I, the transnational event that this chapter builds toward, these terms describe developments that happened primarily in America and Europe yet had an international impact. However, as an ad from 1920 shows—an ad that built on the prewar campaign to internationalize the brand that this chapter chronicles—the company certainly wanted the public to perceive the reach of the brand as global. In late 1912, Klaxon ran a serial ad campaign associating the company with various hypostatized nouns, concepts that people regarded favorably. One of these, titled “Reputation,” in support of the company’s new Klaxet horn, dramatized Klaxon’s international aspirations. “Just what is the reputation behind the Klaxet? Who are its makers—its sponsors?,” the ad asked rhetorically.

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