000			01865cam a2200229 4500500
005			20251130001025.0
041			_afre
042			_adc
100	1	0	_aCardoso de Matos, Ana _eauthor
700	1	0	_aBussola, Diego _eauthor
245	0	0	_aCommercial strategies to promote domestic gas and electricity consumption, and the role of women (Lisbon, 1891-1970s)
260			_c2021.
500			_a3
520			_aBy the 1870s the gas industry had no competitors for lighting, turning it into a near monopoly. However, by the 1880s the possibility of using electricity for street lighting changed the equation and the threat for gas industry was huge. This new promising competitor caused some people to forecast the end of the gas industry. In this context, in 1891 by the fusion of two gas companies, the Companhia Reunidas de Gás e Electricidade (CRGE) was created to produce and sell gas and electricity to Lisbon and its outskirts. In this paper we analyse the marketing strategies of this company as a particular case in which the introduction of electricity was made in complementarity (and not competition) with the gas industry. The company marketing strategies of these new energies reinforced genre stereotypes of housewives and husbands and their roles in the home. They also developed and consolidated the idea that a modern house should be equipped with gas and electricity appliances. We will show that the promotion of these new appliances was made through press advertisements, warehouses, stands and cooking courses, among others.
690			_aConsommation
690			_aÉlectricité
690			_aGaz
690			_aGenre
690			_aLogement
786	0		_nRevue d'Histoire de l'Énergie | 6 | 1 | 2021-06-23 | p. 1d-21d
856	4	1	_uhttps://stm.cairn.info/revue-d-histoire-de-l-energie-2021-1-page-1d?lang=en&redirect-ssocas=7080
999			_c1565432 _d1565432