Smaakvolle boodschappen: archeologisch onderzoek naar iconografie, materiële cultuur en identiteit in de Belgische kleinhandel, ca. 1870-1940

Abstract

Around 1870, the distribution sector underwent a significant change, which marked the beginning of the development of the modern distribution landscape. An important element in this evolution was the introduction of the first chain stores. This also occurred in Belgium with the founding of Delhaize Frères & Cie 'Le Lion' in 1867, a company specialized in groceries, wines and liquors. From the third quarter of the nineteenth century onwards, a large part of the population enjoyed a rising purchasing power. For the majority of people, this led primarily to an increase in food expenditures, not to a higher spending on the nouveautés which were sold by the department stores that had appeared almost simultaneously with the chain stores, but, until now, have received far greater attention from historians. This study examines the social and cultural implications for the consumer, brought about by the modernization of grocery shopping and by the development of the consumer society between c. 1870 and 1940. It approaches this subject from an innovative angle, namely through an archaeological study of the material culture (the design and interior) of the Delhaize branches and the iconography used by the firm. Employing photographs, images and objects, complemented with written sources, the study investigates the daily shopping experience: where were the branches established, what did the shop interior and exterior design look like and what was the intended and unintended effect, what did the company logo and the sign board look like, what kind of posters, advertising panels and murals advertised which products, how were the goods presented in the store and the shop windows, what kind of packaging design was used, did the stores' staff consist mostly of men or women, how were the employees dressed and how was shopping organized in the Delhaize branches? Teughels distinguishes and compares three periods within which the material culture and iconography show strongly similar characteristics and evolutions, taking into account local and regional differences, the impact of societal evolutions, changes in company policy and the developments within advertising theory.
The study demonstrates the significant role played by stores selling foodstuffs in the lives of the consumers. Not only do they provide the daily necessities, they are also crucial in socialization, in the link with traditions and play an important part in personal memories and in the embedding in the local social network. These stores were and are locations were not only purchases are negotiated, but also were consumption patterns, gender roles, social relations and cultural identities were shaped through negotiation, transformed, and troubled.
With its low, fixed prices and guaranteed availability of a broad range of goods, the Delhaize branches substantially eased the housewife's task of providing their families with safe food of high quality that still fit the families' budget. Moreover, they would have improved and diversified the menu of a substantial part of the population. Indeed, this research demonstrated that Delhaize wanted to appeal to workers, famers as well as to the middle classes.
Another finding was that a distinctly middle-class ethic underlay the design, appearance and organization of the branches. The company endeavored to homogenize its heterogeneous target group as much as possible by propagating and endorsing middle-class values, including the housewife ideal. Moreover, Delhaize 'Le Lion' attempted to appeal to housewives' pride and their concern for the wellbeing of their families, but also tried to address and reinforce shoppers' patriotic sentiments.
This study demonstrated that, from the very beginning, when advertising was still in its infancy, Delhaize had very high confidence in the positive impact this would have on the consumer. Through modern sales and advertising techniques and standardized prices and products, the chain wished to create streamlined, homogeneous consumers, which made regular and substantial purchases for cash.

Date of Award	9 Sept 2011
Original language	Dutch
Supervisor	Dries Tys (Promotor), Patricia Van den Eeckhout (Co-promotor), Inge Bertels (Jury), Frans Verhaeghe (Jury), Werner Adriaenssens (Jury), Serge Jaumain (Jury) & Hanneke Ronnes (Jury)