Elliotts
Elliott’s Paint is one of the product from Elliott Brothers Ltd. Elliott Brothers has been delivering finest building materials from 1842 and became one of the oldest family businesses in the UK. T.C Elliott was founded by Thomas Elliott at Millbank Wharf, Northam, Southampton.[1] Elliotts used as trade name for the company.
Elliott Brothers Ltd. distributes a range of building materials. The Company offers bricks, blocks, timber, fencing, paving, bagged cement, roofing products, concrete and steel lintels, internal and garage doors, insulation, paint, hand and power tools, and general hardware. Elliott provides servicing to trade, and retail customers.[2]
Contents
History
Elliott Brothers and Elliotts Premier Roofing constitute the two components of the holding company, Elliott Brothers Limited.
The company can trace its origins to October 1840 when 26-year-old Thomas Elliott took over the Southampton business of Robert Young who had died earlier in the year. Young's business had been based at Godfrey's Town on the banks of the River Itchen about 0.5 km south-west of the headquarters of the present-day company. Within five years Thomas had purchased a nearby cement works and had extended the range of products sold to include cement, lime, bricks, chimneypieces and many other items. Over the ensuing 40 years until his death in 1886 Thomas continued to expand the firm though at a slower rate. Meanwhile, his brother John was involved with the building and restoration of several churches around Southampton and in Sussex until his death in 1891.
Shortly before his death Thomas handed over control of the firm to two of his sons, Frank and Walter, and it was they who first gave the firm the name Elliott Brothers. They reinvigorated the enterprise and, by 1893, it merited the description "General Builders Merchants". In 1901 the firm was incorporated with the name Elliott Brothers Ltd. The doubling of Southampton's population between 1890 and 1920 stimulated a further increase in Elliotts' business and, by the late 1930s, annual sales were regularly exceeding £50,000.[3]
Racist Ads
In the 1930’s, racist claims and remarks were not only used in advertisements, but were deemed as appropriate. “See how it covers over black”, states the Elliott Paint & Varnish Co . This company is using racism as a tool to promote their product – showing that their paint is so high in quality that it will cover over black skin with ease. As portrayed at the picture where there is black-skinned boy and girl, the boy paints the girl's skin with Elliott’s Paint so the girl's body becomes white. This advert is ultimately stating that having black skin is something that should be covered and is a prime example of racism in advertising.[4]
Pears’ Soap also sold as being so effective that black skin could be scrubbed clean. This advert for paint plumbs similar depths of offensiveness.
See Also
References
- ↑ Elliotts. Retrieved January 12, 2021.
- ↑ Elliott Brothers Ltd. Bloomberg. Retrieved January 12, 2021.
- ↑ Elliott Brothers (builders merchant). Retrieved January 12, 2021.
- ↑ The Race against Racism in Advertising. Tala J Woods – BA Advertising. Retrieved January 12, 2021.