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Comparative analyses in education science have traditionally focused on the category of geographic location as the comparative unit. However, comparison may involve many other units of analysis, such as culture, politics, curricula, education systems, social phenomena, and other categories of the lives of societies. Still, categories are inseparably linked to one or several geographic locations. Comparative approaches are often also dictated by the availability heuristic. Studying geographic units as the foci of comparative research is a necessary step for comparative presentation of the topic. According to Bray and Thomas, a researcher must always seek preliminary insight in the geographic unit to be analyzed before making the comparison. In social science research, a unit of analysis relates to the main object of the research, as it answers the question of “who” or “what” is going to be analyzed. The most common units of analysis are people, groups, organizations, artifacts or phenomena, and social interactions. Ragin and Amoroso have noted that comparative methods can be used to explain the commonness or diversity of results. This paper shows how comparative research can be approached in ways that have not been discussed, grounded in the historically variable understanding of the very term “comparison.” They are, for example, The Ogden-Richards triangle, The Porphyrian Tree, Classification strategies – Mill’s Canons, The chaos of the world – the order of science, Weber’s ideal types, Raymond Boudon’s formula, and the Möbius strip in comparativism.

This article presents a history of the visual merchandising of American firearms from the mid-19th century until the present day. Although the scholarly literature has investigated visual representations of guns in advertising and popular media, it has paid far less attention to how sellers have displayed these objects at or near the point of purchase.

Primary sources include frescoes, engravings and photographs, plus papers, advertising and illustrations in popular newspapers and trade magazines. These and other period visual data are supplemented by secondary sources from a variety of fields, especially retailing and firearms history.

Evidence shows that American firearms were merchandised visually by Samuel Colt at three world expositions in the 1850s, by gunmakers and retailers in the latter 19th century, by Winchester and Remington dealers in the 1920s and 1930s, by high- and low-end retailers in New York in the first half of the 20th century and by gun stores, auctions and shows up to the present day.

The history of visual merchandising generally has focused upon major department stores, their alluring street-front windows and their fancy interior displays. This research explores past and present visual merchandising of firearms by manufacturers and smaller retailers. To the best of the author’s knowledge, it is the first such history of the subject.