Pamphlet

Pamphlet (pronounced pam-flit)

(1) A complete publication, of undefined length with fewer pages than the shortest books (typically, 10-40 pages) and usually stitched or stapled with a paper or soft-cardboard cover (although the very early pamphlets tended to be unbound).

(2) A short treatise or essay, generally a controversial tract on some subject of contemporary interest, historically most associated with a political position.

(3) A kind of precursor newspaper containing literary compositions, advertisements and news (archaic).

(4) A brief handwritten work (obsolete) except in some university clubs and societies.

(5) To print (always rare and now obsolete) or distribute pamphlets (obsolete).

1375–1425: From the late Middle English pamphlet & pamphilet, from the earlier pamflet (brief written text; poem, tract, small book), from the Middle French pamphilet (influenced by the Anglo-Latin pamfletus, panfletus & paunflettus (short written text), a syncopated variant of Pamphiletus, diminutive of the twelfth century Medieval Latin Pamphilus, the short form of Pamphilus, seu de Amore (about love), a brief Latin erotic poem (Pamphilus the protagonist) that was popular and widely copied in the Middle Ages (it inspired also a number of comedies for the stage).  The name came from the Ancient Greek Πάμφιλος (Pámphilos), literally “beloved by all”), the construct being pan- (all) + philos (loving, dear).  Because the poems and dramatic works were issued in the short, easily carried format ideally suited to political or other statements, the widely circulated pamphlets lent their name to the whole phenomenon which, as a form of distribution can be imagined as the tweets or TikTok clips of their time.

The meaning once so associated with the word (brief work dealing with questions of current interest; short treatise or essay, generally controversial, on some topical subject) dates from the late sixteenth century, a time when for social and technological reasons, such publications became suddenly popular.  The noun pamphleteer (a writer of pamphlets) emerged in the 1640s and was applied even to activists who merely supported what was advocated, regardless of their involvement in distribution.  From that noun, by the 1690s, came the verb, used in the sense of “to write and issue pamphlets”.  The spellings pamphlette & pamphleter are functionally extinct.  The word pamphlet was adopted unchanged in French, German and Italian while in Spanish the form was Spanish: panfleto and in Portuguese panfleto.  Pamphlet, pamphleteering & pamphleteer are nouns & verbs, pamphletry & pamphleting are nouns, verb & adjective, pamphletful & pamphletism are nouns, pamphleteered & pamphletize, pamphletizes & pamphletizing are verbs, pamphletary & pamphletic are adjectives and pamphletwise is an adverb; the noun plural is pamphlets (pamphleteers has become rare since the predominant meaning shift from polemics to information although some political scientists are fond).

Areopagitica; A speech of Mr. John Milton for the Liberty of Unlicenc'd Printing, to the Parlament of England (1644).  A slim work of 30 pages, long titles were then a thing for pamphlets.  Areopagitica (the title references both the democratic traditions of Ancient Greece and the words of Saint Paul in the New Testaments Book of Acts (17:18-34)) was written in prose and was one of the more influential pamphlets extolling the virtues of the principle of freedom of speech and expression.

The pamphlet was the platform of choice for many writers noted for the vigor of their religious or political views including Sir Thomas More (1478–1535), William Tyndale (circa 1494–1536), Gerrard Winstanley (circa 1609–1676), John Milton (1608–1674), Daniel Defoe (circa 1660–1731), Thomas Dekker (circa 1572–1632), Jonathan Swift (1667–1745), Percy Bysshe Shelley (1792–1822), and the many nineteenth century Chartists.  In this form, it was in England the pamphlet first flourished because unlike in much of Europe, censorship by the state was less restrictive and the power of the churches diminished.  Still, authors did need to be careful and after making the mistake of travelling to Europe where priests still held sway, Tyndale was convicted of heresy and strangled while tied to the stake, actually a merciful act because his body was burned only after death.  In France, the turbulent years of revolutions, empire and wars (1789-1848) were also the “pamphlet decades”, the streets a “battleground of ideas” as well as barricades and bayonets.

The Federalist Papers (Signet Classics edition, 2003) with an introduction, textual notes and a select bibliography by US political scientist Charles R. Kesler (b 1956); since 1788, the book has never been out-of-print.  As well as the obvious importance as a historic document, the contents are of interest if contrasted in content and breadth of ambition with current political discourse.

Among the most famous pamphlets are a few dozen which are remembered not in their original format but as the compilation into which they were assembled for publication the book The Federalist Papers (1788).  The Federalist Papers were literally that, 85 tracts written by Alexander Hamilton (circa 1756-1804), James Madison (1751-1836) and John Jay (1745-1829) and simultaneously in 1787-1788 published in New York newspapers and issued as pamphlets under the pseudonym “Publius”.  The purpose was to encourage ratification of the new US Constitution which had emerged from the Federal Convention in September 1787 and although knowledge of the identity of the authors was widespread, the authors chose “Publius” in a nod to Publius Valerius Publicola, one of the founders of the ancient Roman Republic.  What the pamphleteers wanted was “endorsement by association”; because Publicola translated as “friend of the people” the notion was to link their arguments with republican virtue and the protection of the people from monarchical despotism.

An edition of Some reflections on a pamphlet lately publish'd, entituled, An argument shewing that a standing army is inconsistent with a free government (1697) by Daniel Defoe.

Many of Defoe's pamphlets were not at the time attributed to him although than didn't save him from spending three days in the pillory after political power in the country suddenly shifted.  Nor were most of his novels originally published under his name.  In early eighteenth century England, anonymity was common for those writing novels because prose fiction had neither become “respectable” or solidified as a clearly labeled genre, the objection being the stuff simply wasn’t “true”.  That’s why works like Robinson Crusoe (1719) were marketed as “histories” or “lives”, anonymity helping to sustain the illusion the text was genuine testimony rather than invention.

Meaning shifts in English are not uncommon but the semantic shift of “pamphlet” was an example of a process in which there was first a broadening of use followed by something of a drift rather than a simple replacement. In terms of content, the original sense (which flourished between the sixteenth and eighteenth centuries) had nothing to do with the source of the name which came from a Latin love poem which remained popular in the late medieval & early modern period.  Although there were a handful of examples of Pamphilus, seu de Amore which had been “embellished and extended” by opportunist authors, almost all versions were distributed as folios of a few pages and because this length was ideal for presenting political or theological polemics to a public unlikely to read (and, importantly, pay for) full-length books on the topics, these came to be known as “pamphlets” and those writing the overwhelmingly religious and political tracts were thus pamphleteers.  Until well into the eighteenth century, the word “pamphlet” was used for no other purpose than this canonical historical sense but in the 1800s a noticeable broadening happened in the UK which historians link with (1) the economies of scale offered by improvement in industrial printing, (2) rising literacy levels (3) a heightened interest in political matters as a consequence of the franchise being extended by the Reform Acts (1832, 1867 & 1884), (4) a splintering of various religious denominations and (5) the reduction in the cost of distribution (the extension of road and rail systems).

Pamphlet dealing with STIs (sexually transmitted infections) which used to be called STDs (sexually transmitted diseases) or VD (venereal disease).  Note the reassuring pastel hues.

While the interaction of all these forces meant there were more political and religious tracts (ironically, at a time when matters concerning the latter were becoming less controversial), the short, digestible form of the cheaply-produced pamphlet came to have great appeal in commerce so the term came to be used of just about any small, free booklet.  In an indication that while the means of distribution have changed, the strategy has not, the folk paid a tiny sum to stand on the platforms of railway stations and hand out pamphlets to commuters were fulfilling the same task as the algorithms used to deliver advertising to inboxes and web-pages.  Really, only the targeting has much improved but linguistically, this was the crucial shift; from content-focused to format-defined.  Over time, the proliferation of product announcements, catalogues, and advertising subsumed the original meaning but despite that, many etymologists seem to suggest the association of “pamphlets” with “advertising” didn’t become prevalent until the early twentieth century.

What modern targeted-marketing made an effected tool was the “virtual pamphlet” delivered by companies to digital inboxes of all sorts.  What lands in the inbox of one user will have content optimized for what that user’s history suggests will most likely provoke engagement (and hopefully sell stuff) while the user sitting in the adjacent cubicle might receive something with different content.  In the pre-modern days of printed pamphlets, it was a one-size-fits-all approach although even then a primitive form of targeting was possible; the pamphlets a manufacturer might place in a shop selling women’s shoes would likely be different from the stack in the men’s store.  However, as technology improved and costs further fell (two symbiotic forces) the forms of the printed ephemera of commerce proliferated and the documents became variously smaller, larger, thicker, slimmer, glossier and more colourful which demanded a new descriptive language, thus the emergence or re-purposing of “posters”, “catalogues”, “flyers”, “handbills”, “booklets”, “brochures”, “bulletins”, “folders”, “handouts”, “handbills” and “leaflets”.  With this new generation of forms, the idea of the “tract” which was once synonymous with “pamphlet” became separated and restricted to those documents which were still polemics on religion, politics, policy or some other topical matter.  Pamphlet thus didn’t until later become associated with commercial advertising with “brochure” or “catalogue” used for the more polished publications with the highest production values (indeed, auction houses handling high-priced collectables routinely charge for their glossy catalogues) while “leaflet”, “handbill”, “flyer” and such was used of simpler, often single-sheet and sometimes monochrome.  All this meant by the early twentieth century pamphlet had lost the “exclusivity of seriousness”, something exemplified by a heritage running from Jonathan Swift to The Federalist Papers.

Ocala Plastic Surgery and the Wuxi Sweet Fastener Company both sell solutions to problems but just as their products differ, so do the dynamics of their pamphlets.  Whether pamphlet, catalogue, poster or whatever, content can to some extent dictate form and method.  Ocala Plastic Surgery distributes brochures which not only are information-dense about the range of services offered but also includes visual content designed to entice; even the color choices are part of the messaging.  By contract, the Wuxi Sweet Fastener Company is really providing a list of products and specifications with the photography not at all artistic but most informative.  Not being in markets like Victoria's Secrets or Ocala Plastic Surgery, the Wuxi Sweet Fastener Company uses mostly functional black text on a white background with the odd splash of color there just to draw the eye to a corporate logo or heading.

So the word “pamphlet” became “neutral” because it came to describe a printed format with no implication of content, modern pamphlets typically either instructional, containing information or advertising.  That doesn’t mean there are no longer printed documents described as “political pamphlets” but those which still appear in letter-boxes around election time are better thought of as flyers, usually with a photograph of a smiling candidate and the odd TWS (three word slogan).  The content of pamphlets of the type widely circulated centuries ago has now been relegated to essays published in specialized periodicals and for these “long-form” pieces, readers of course have to pay for the privilege.  In that sense, the “pamphlet” is a historic relic sometimes seen in literary use although, curiously, in political science, politicians with a habit of writing pieces beyond a TWS are still sometimes dubbed “pamphleteers”.  One crew which still occasionally hands outs longer tracts in the style of the old religious pamphlets is the Jehovah's Witnesses but they’re something of a rarity, even a dedicated lot like the Falun Gong prone to modernist brevity.  That leaves some other terms to be described:

Tract: A doctrinal or moral argument in small format, a tract now is understood as a (relatively) short written work advancing a specific doctrine or moral argument.  Whether this is in a simple, accessible form or a dense piece littered with jargon likely to be understood only by other specialists in the field is determined not only by the subject but also the place of publication.  A tract discussing troubles in the Middle East will be different in form depending on whether it appears in a tabloid newspaper or a journal like Foreign Affairs, and that’s one aspect of what Marshall McLuhan (1911-1980) explained as “…the medium is the message…” in Understanding Media: The Extensions of Man (1964).

Broadsheet: Most associated with the now mostly extinct large-form newspaper, the term “broadsheet was used to describe a large-format single sheet for public display.  A broadsheet (broadside also used) could be similar in size to a “poster” and was also a large sheet of paper (or cardboard or other flat surface), printed on one side and designed to be posting in some public place affording wide visibility.  Broadsheets often were used for announcements, news or proclamations by governments and often featured a mix of bold and dense text, woodcut illustrations once a popular inclusion.  The information could include public notices (executions, laws, events, rewards offered for this and that).

Poster for French market release of The Canyons (2013). 

Poster: Although often thought a twentieth century form, the poster is an ancient medium and definitionally it now differs from a broadsheet in that it seeks to convey a message with the use of image rather than text.  Additionally, when text does appear on a poster (and most do include some), especially in the larger formats, it’s often in a stylized form or a typeface which is obviously “artistic”.  The poster is a practical example of the adage “a picture is worth a thousand words” and there have been some memorable eras in posters as graphic art in the twentieth century assumed a previously denied respectability.  In part this was due to the new movements in art (futurism, orphism, cubism etc) being ideally suited to the poster's traditional rectangular aspect but the finest in the genre were probably those in the traditions of art deco, pop art and psychedelia.  Posters, although two-dimensional and static, remain popular appear to have weathered the onset of digital (and may even have benefited from the technology) and it seems likely AI (artificial intelligence) will also be adapted.

Circular: A circular is a document periodically distributed to a targeted, defined audience.  There is no one definition of what a circular looks like, it may be brief or long and come in a variety of (usually smallish) sizes but its core purpose tends to be  the dissemination of informational deemed to be of interest to the audience (or, at least, that in which it’s thought they should be interested).  The classic circulars are now those used for institutional communication (churches great users of the concept).

Victoria’s Secrets catalogue which, on the internet, works as a kind of combination of advertising copy and interactive database.

Catalogue: Catalogues have a long history in modern commerce and the model used by Amazon and such is exactly the same as the old “mail order catalogues” which in the nineteenth century the Americans perfected as a means of distributing goods (via the US Mail) over vast distances.  What has changed is the immediacy; while something ordered through Amazon can land on one’s porch within 24 hours, goods ordered from a mail-order catalogue might not be seen for weeks.  Still, the principle remains the same.  A catalogue is understood as a list of products and that may be as simple as pages of text or accompanied by lavish and tempting illustrations.

Brochure: A brochure is a “puff-piece” and a kind of advertising pamphlet.  A brochure may focus on a single product, a number of products or a manufacturer’s entire range.  Accordingly, a brochure may be a single page or a longer document which is distinguished from a catalogue only in the level of detail tending to be greater.

1961 Ford Galaxie Starliner (left) & 1962 Galaxie with “distinguished hardtop styling” (aka “boxtop”, right)

There are even “fake brochures”.  The aerodynamic qualities the 1960-1961 Ford Galaxie Starliner, possessed by virtue of its gently sloping rear roof-line, generated both speed and stability on the NASCAR (National Association of Stock Car Auto Racing) ovals; that made it a successful race-car but in the showrooms, after some early enthusiasm, sales dropped so it was replaced in 1962 with an implementation of the “formal” style which had been so well-received when used on the Thunderbird.  As the marketing department predicted (or, more correctly, worked out from the results of their focus-group sessions), what they called “distinguished hardtop styling” proved more commercially palatable but while customers may have been seduced, the physics of fluid dynamics didn’t change and the “buffeting” induced at speeds above 140 mph (225 km/h) limited performance, adversely affected straight-line stability (especially when in close proximity to other cars); it also increased fuel consumption, in distance racing especially, something as significant as weight, speed and power.  What the “distinguished hardtop styling” had done was make the Galaxie less competitive on the circuits, the loss of up to 3 mph (5 km/h) in top speed the difference being winning and losing; putting on the lipstick had produced a pig.

Beware of imitations: Images from Ford's 1962 Galaxie Starlift “brochure” which didn't fool the NASCAR scrutineers. 

Quickly to regain the lost aerodynamic advantage, Ford fabricated a handful of detachable fibreglass hard-tops which could be “bolted on”, essentially transforming a Galaxie convertible back into something as slippery (and even a little lighter) as the previous Starliner.  Having no intention of incurring the expense of designing and engineering them to an acceptable consumer standard (which they knew few anyway would buy) Ford simply gave the hand-made plastic roof the name “Starlift”, allocated a part-number and even mocked-up a brochure for NASCAR's officials to read.  Although on paper it appeared a FADC (factory-authorized dealer accessory) like any other (floor-mats, mud flaps etc), an inspection of the device revealed it was obviously phoney, the rear passenger glass on each side not fitting the sloping C-pillar, demanding the use of a pair of tacked-on plastic fillers to close the gap and it was obvious the thing wasn’t close to being waterproof.  Although prepared to turn a blind eye when it suited them, NASCAR thought all this beyond the pale and outlawed the scam.

Triumph Stag magazine advertising: Although conforming to the general specifications of a “flyer” (one page, single side printing, single purpose theme), magazine advertising tended to use the style and techniques of brochures, some would classify this as a “brochure” because of the shared design language.  Because of constraints of space, such advertising usually didn’t contain the wealth of technical details which typically were included in catalogues.

Political campaign flyers: Physical copies printed for crooked Hillary Clinton’s (b 1947; US secretary of state 2009-2013) campaign in the New Hampshire Primary seeking the Democratic Party’s nomination for the 2008 US presidential election (left) and a digital template for those supporting Donald Trump (b 1946; POTUS 2017-2021 and since 2025) in the 2024 US presidential election.  Crooked Hillary’s flyer was distributed by her campaign team; the Trump material was hosted by various Republican-aligned PACs (political action committees).

Flyer, handbill & leaflet: Whether in form or content a flyer, handbill or leaflet differ really doesn’t matter and the three terms are used interchangeably, the choice a function of local practice.  All three imply something small, cheap and “handed-out” (often in the literal sense of someone standing on a street-corner) for some limited, specific purpose (such as a new sushi bar opening around the corner).  The small leaflets came to be known as flyers (the original term in late 1880s US use was “fly-sheet”) on the notion of “made to be scattered around” (ie, the image of stuff “flying around”).  Prior to “flyer” catching on, such papers were called “hand-bills”, that term based on “billboards” (large, poster sized displays) so a handbill was “a bill conveniently held in the hand”.

Harlequin

Harlequin (pronounced hahr-luh-kwin or hahr-luh-kin)

(1) A stock comic character, depicted usually wearing a black mask and dressed in multicolored, diamond-patterned tights, often with a wooden sword or magic wand (often with initial capital)

(2) In theater, the most famous of the zanni (the comic servant characters) from the Italian commedia dell'arte (from the Italian Arlecchino or one of its many variants (Arlechin, Arlechì etc) which was associated with the city of Bergamo.  In English the character is best known as the foppish lover of Columbine in the English harlequinade.  The original spelling in Italian was Harlicken.

(3) A jester; a buffoon or oaf-like character; the pantomime fool.

(4) Any of various small snakes having bright diamond-pattern scales.

(5) Anything fancifully varied in color, decoration etc and in commerce sometimes of a specific product (such as harlequin ice-cream) and the eighteenth century English adjective particoloured is a reference to the absurdity of a Harlequin’s costume.

(6) Of a greenish-chartreuse color (a specialized use in certain industries and used sometimes both as harlequin-green & harlequin-yellow).

(7) A clipping of “harlequin's mask”.

(8) In writing, something comic, ludicrous or absurd.

(9) In geology, a classification of opal,

(10) In fashion, the use of multi-color combinations in other than an obviously discernible pattern.

(11) In medicine, as harlequin-type ichthyosis, (also clipped as harlequin ichthyosis), a severe genetic disorder that results in thickened skin over nearly the entire body at birth (“harlequin baby” & “harlequin foetus” the historic medical slang although use of both is now often discouraged.

(12) In zoology (as a modifier in the names of certain animals) having a white or light-hued coat with irregular patches of black or other dark colors including various snakes, ducks (used informally), a bat, a moth, a species of darter fish, the mantis shrimp, some insects & beetles and any of various riodinid butterflies of the genera Taxila and Praetaxila.

(13) To remove or conjure away, as if by a harlequin's trick; to perform antics or play ludicrous tricks.

1580–1590: From the French harlequin, from the Middle French arlequin & harlequin, semantically (and in part phonetically), from the Italian arlecchino, from the Middle French, phonetically continuing unattested the Old French mesniee Herlequin (more often appearing as la maisnie Hellequin (the household of Hellequin) although the spellings Harlequin, Halequin, Herlequin, Hierlekin & Hellekin also appear) (a malevolent spirit; leader of band of demon horsemen who rode at night (literally “Hellequin's escort”)), perhaps from the Middle English Herle (the (unattested) King Herle, a figure of legend identified with Woden), from the Old English Herla Cyning (or Herela Cyning; Helle cyn) (King Herle), rendered in the Anglo-Latin as Herla rex and related to the Middle English Hurlewain (a mischievous sprite or goblin).  Although it’s uncertain, etymologists think it likely the Old English forms were related to the Old Frisian helle kin and the Old Norse heljar kyn (the kindred of Hell).  One quirk noted in the theatrical history is the earliest known depictions of Harlequin are of a crass and bumbling servant rather than the amusing and magical hero familiar in the nineteenth century which would imply the accepted story of the origin being with the world of demonic horsemen and dark spirits might be suspect.  The other curiosity is the earliest known reference in a French text but it lists him among Italian characters, so the Italian origin remains probable.  .  Because of its origin in the name of an Italian theatrical character, Harlequin is often used as a proper noun (although the appearance of the initial capital is often incorrect).  Harlequin is a noun & adjective, harlequinade, harlequinery & harlequinism are nouns, harlequining & harlequined are verbs and harlequinesque & harlequin-like are adjectives; the noun plural is harlequins.

The logo and home-kit colors of Harlequin Football Club (1866).  A rugby union club and usually referred to as “Harlequins”, they're based at the Twickenham Stoop in south-west London.

The Germanic links includes the Old High German Herilo (a personal name, derivative of heri (armed forces) and the ultimate source of the Modern German Herres (Army), thus the World War II (1939-1945) institution OKH (Oberkommando des Heeres; the army high command), the companion structures being OKL (Oberkommando der Luftwaffe: the air force high command) & OKM (Oberkommando der Marine: the navy high command), all three structurally subordinate to OKW (Oberkommando der Wehrmacht: the armed forces high command).  To the Allies that was a familiar military structure and it was only after the war it came to be understood how little coordination was imposed by OKW.

Clockwise from main image: Arlecchino, Arlequine, Arlequin & Colombine.  Commedia dell'arte costumes from Maurice Sand's Masques et Bouffons (Masks & Jesters), Paris 1860.

The English comic theatrical genre harlequinade evolved between the seventeen & nineteenth centuries and was a form in which clowns (not all of them in traditional harlequin garb) were the principal protagonists & antagonists.  Originally a physical form of comedy very much in the tradition of the Italian commedia dell'arte in which there were five main characters, the most celebrated of which were Harlequin and his lover Columbine, it evolved from a mime performance with music and a form of dance which, although choreographed, was designed to appear to the audience as unstructured and sometimes chaotic.  Dialogue was introduced as the appeal began to wane but the focus was always on the colorful visual spectacle, usually as relatively brief, intense performances being staged as a prelude to longer musicals, operas or even ballet.  In English theatre, the popularity of harlequinade endured until World War I (1914-1918), historians of theatre noting its successful adaptation to changing conditions in what was becoming a more crowded environment by incorporating increasingly elaborate stage effects.  The advent of cinema in the 1920s was the death knell for harlequinade which, labor-intensive and demanding a large inventory of props and equipment, had become an expensive production although the legacy lingers in the some aspects of the Christmas pantomimes which in the UK remain popular annual events.  The words pantomime entered English in the sixteenth or seventeenth century and was from the Latin pantomīmus, from the Ancient Greek παντόμιμος (pantómimos), the construct being πᾶς (pâs), (each, all) + μιμέομαι (miméomai) (I mimic), thus analyzed as “all on stage miming”, the name persisting as a generic description even after dialogue had been introduced to the performances.

Volkswagen and the Harlekin

1960s Volkswagen advertising in the US: inverted snobbery.

In a brief era of unprecedented and not since repeated general affluence, Volkswagen in 1960s America wasn’t able to compete with the domestic manufacturers with advertising emphasizing the qualities they liked to project: power, speed, style and in some cases, sheer size.  Instead they used a technique the industry called “inverted snobbery” which wasn’t new but the Volkswagen advertising of the time is thought still a classic example of the type.  Knowing the Beetle had a reputation for being slow, small and anything by stylish, the campaign took those perceptions and presented them as virtues, with wry humor emphasizing practicality and economy of operation.

1960s Volkswagen advertising in the US, the first VW “Harlequin” (the term not then used).

Also, at a time when Detroit made annual changes, often with no purpose other than to ensure the new cars in the showrooms looked different for last year’s model so status-conscious buyers would be stimulated to update, Volkswagen made a point of the Beetle looking much the same from season-to-season, one from 1954 barely distinguishable from the 1964 model.  For a number of reasons, the company choose usually to run the copy in black & white but there was one which really had to be in color: it featured a Beetle assembled with various panels from models made over five years, each in a different color, the harlequinesque effect said to have been achieved with physical paint on metal rather than air-brushing a photograph (doubts have be cast).  As well as the subliminal messaging about timelessness, there was the practical aspect of parts interchangeability which, so it was asserted, made spare parts more readily available, something which should presumably was intended to work in unison with the advertisement suggesting the most likely need for those parts would be if one let one’s wife drive.  That one might not be published today.

Der Polo Harlekin: Home market propaganda, 1995.

Whether carefully bolted together or just an air-brushed photograph, the harlequinesque Beetle might have remained a footnote in the annals of advertising had not something apparently unrelated appeared in the 1990s.  It’s all a bit murky but it’s clear that somewhere within Volkswagen (the tales vary), as an allusion to the soon to be announced “block construction” concept (green=paintwork; blue=engines & chassis; yellow=interior; red=special equipment), ten of the new VW Polos were built using panels of four different colors (Chagallblau (Chagall Blue, LD5D), Flashrot (Flash Red, LP3G), Ginstergelb (Ginster Yellow, L132) & Pistazie-grün (Pistachio Green, LD6D) for use as promotional vehicles.  A popular attraction after first appearing at the Frankfurt Motor Show, the much photographed cars generated so much publicity a further ten were built the following year to meet the demand from dealers who wanted one to display in their showrooms.  Selfies weren’t then a thing but many turned up to be snapped by a camera wielding companion and, most unexpectedly, dealers were reporting customers actually wanting to buy one.

Polo Harlekin color chart.

Despite this, Volkswagen’s corporate management wasn’t convinced there would be sufficient demand to make a production run viable but the inquiries from the public continued so a market study was conducted which confirmed the cult was real and it was announced that if 1000 were ordered, 1000 would be produced.  As a novelty, there were also 1000 key-chains with numbered certificates and this was to rationalize the production process because the buyers couldn’t choose the base color (ie the core structure to which was added doors and such).  The color of the "chassis" was identified by the roof, C-pillars, rocker panels & what lay beneath the plastic moldings, carpets and engine bay which was of some legal significance because the base color was associated with the title of ownership title and VIN (Vehicle Identification Number).  The 1000 were thus produced but in a what sounds a remarkably inefficient way, each Polo Harlekin painted as used on the standard production-line in the base color and then, by hand, disassembled and reassembled in accordance with the schedule of the Polo Harlekin color chart, the trick being that no two removable panels of the same color were touching.  In the 1960s, the colors had been an allusion to production-line standardization; by the 1990s, it was all about art (and commerce), though in a Prussian way (although the Harlekins were built in the south west), there being nothing random about which color went where.

Polo Harlekin brochure.  The look does seem something which wouldn't appeal to the stereotypical German; it may be they sold well to Bavarians, it being hard to imagine a Prussian driving one.  Otto von Bismarck (1815-1989; chancellor of the German Empire (the so-called “Second Reich”) 1871-1890) described a Bavarian as “halfway between an Austrian and a human being” and had the "blood & iron chancellor" lived to see der Polo Harlekin he'd have said something like “Es ist sicherzustellen, dass sämtliche Paneele die gleiche Farbgebung aufweisen” (It must be ensured that all panels have the same colour scheme).    

Harlekin thematics: The colorful decal & shifter knob.

Despite the labor intensive nature of production, presumably the accountants would have calculated things and worked out it was less expensive than disrupting the production lines, the same conclusion reached by the Ford Motor Company (FoMoCo) when arranging two small runs of Mustangs (857 in 1969 & 499 in 1970) with the Boss 429 engine.  In the manner typical of such “specials”, added touches included a bright blue leather for the steering wheel, “Joker” plaid upholstery for the sport seats (so admired it would later appear in the “Joker” edition Polo), a Harlekin sticker on the hatch, blue piped floor mats, and Harlekin gear-shift knob.  The other options were the usual array for the Polo, the only surprise for one being which of the four color combinations one would receive when arriving to collect one’s Polo Harlekin.  The 1000 however didn’t satisfy demand so a further 2806 ended up being built, some even with right-hand-drive (RHD), all of which appear to have been sold in the UK, buyers in Australia, Japan and New Zealand denied the pleasure of their own Polo Harlekin.

1996 Volkswagen Golf Harlequin (US market).  The Americans didn't take to the cult as the Europeans had.

Inspired by the European’s embrace of the Harlekin concept, Volkswagen’s North American operation decided the new world too shouldn’t be denied the particoloured treat and in 1996, 264 Mark 3 Golfs (the VW formerly and briefly later known as the Rabbit) were produced for sale in the US, all of course configured with left-hand-drive (LHD), the main visual difference being the use of Tornadorot (Tornado Red, LY3D) while in accordance with local habits, most had automatic gearboxes.  Demand never went close to matching that in Europe and some sat unwanted in showrooms, one dealer in Georgia with eight on his hands had them re-made into single-color cars to attract buyers, the only remaining hint of difference the unique pattern in the grey upholstery.  That echoed what some Plymouth dealers resorted to in 1970 & 1971 to shift the remaining, outlandish Superbirds (now expensive collectables), buyers of the standard Road Runner then easier to find.  The Golf Harlequins haven’t attained quite that status but the oddballs have a following among VW enthusiasts and seem now to command a small price premium.

Made in Mexico: 1996 Volkswagen Beetle Harlequin.  All were originally LHD, this one converted in the UK to RHD.  

There was one more Volkswagen Harlequin and it was the rarest of all.  Although production in Germany ended in 1978 (the last cabriolets sold in the US the following year), Beetle production in Brazil lasted until 1996 and in Mexico until 2003.  Officially, all of the Beetle Harlequins (all of which were fitted with Digifant fuel injection) were produced in VW's Puebla plant and sold in the the home market, hand painted on Ginster Yellow bases.  Some have been photographed in Brazil but the factory denied involvement and, given Brazil’s long tradition of improvisation in such matters, it’s likely they were efforts by enterprising owners although it’s not impossible at least some were imported Mexican originals.

Margot Robbie (b 1990) in costume as Harley Quinn (a comic book character created by DC Comics), Suicide Squad (2016. left) and General Ratko Mladić (b 1942) admires the quiff of Dr Radovan Karadžić (b 1945; President of Republika Srpska 1992-1996) (right).  In the Balkans, this hairstyle is now called “The Karadžić”.

In Suicide Squad, Harley Quinn (the name a play on words based on the harlequins from the Italian theater commedia dell'arte) was a psychiatrist in an asylum for the criminally insane, led astray by one of her patients, later joining him in a life of crime.  In fiction, there have been depictions of frightening psychiatrists, notably Dr Hannibal Lecter, created by US novelist Thomas Harris (b 1940) and made infamous in the film The Silence of the Lambs (1991) but IRL (in real life), there have also been some less than admirable practitioners.  Dr Radovan Karadžić was a practicing psychiatrist before taking up politics and, after being convicted of genocide, crimes against humanity and war crimes by the International Criminal Tribunal for the former Yugoslavia (ICTY), is now serving a life sentence.  His military commander, General Ratko Mladić was convicted on the same charges and received the same sentence.  As a region the Balkans is unusual in that while most parts of the world have been places where war occasionally breaks out, in the Balkans there are really just intervals between wars.  Students of such things can decide whether Harley Quinn was a worse character than Dr Karadžić but as far as is known she never wrote dull poetry so there’s that to be said for her.

Sonia Delaunay: The colors and shapes of orphism 

Nu en Jaune (Nude in Yellow (1908)), oil on canvas by Sonia Delaunay, Musée d'Arts de Nantes (The Museum of fine arts, Nantes, France).

In the sense the colourful Volkswagens are understood, “harlequin” cars predate not only the ventures of the 1990s which came at the dawn of the internet as a mass-market commodity but even the advertisement of 1960.  French artist Sonia Delaunay (1885–1979) was born in Odessa but was adopted by a rich uncle, became multi-lingual, toured the great capitals of Europe and at 18 entered the Staatliche Akademie der Bildenden Künste Karlsruhe (Karlsruhe State Academy of Art) in Baden-Württemberg, Germany.  After two years, she enrolled at the Académie de La Palette (The Palette Academy; 1888-1925) in Paris which had begun as a progressive art school but early in the century it evolved into a kind of finishing school (an “un foutu terrain de reproduction” (a damned breeding ground) according to some critics) for the avant-garde; the alumni of this short-lived institution is a notable list.

The Ball (1913 and originally Le Bal Bullier (the name of a Parisian ballroom)), oil on canvas by Sonia Delaunay, Centre Pompidou, Paris.  Some 3½ m (12 feet) wide, it is a classic piece in the school of Orphism.

Delaunay’s early work reflected both her academic training and the influences swirling around her but what was always striking was her use of color and a reluctance to adhere to the naturalistic.  These tendencies manifested especially in her role as one of the leading practitioners of Orphism, a fork of Cubism which usually is described as an exercise in pure abstraction rendered in vivid colors.  It was in part a reaction to the focus of the mainstream cubist artists on substantive subjects such as people or physical objects and their obvious aversion to using multiple color but as often seems to happen, Orphism did seem to evolve into of l'art pour l'art (art for art's sake).  Orphism seems to have been the at least the conduit through which Delaunay left the world of fine art an applied her talents to fashion, publications, fabrics, wallpaper industrial structures and machines, some of the most memorable of which were cars.

Escarpins (Court Shoes) (1925) by Sonia Delaunay, Musée de la mode et du textile, Paris (Museum of Fashion and Textiles, 1905-1986) (left) and Propeller (Air Pavilion) (1937), oil on canvas by Sonia Delaunay, a wall-sized work painted for the 1937 Paris Exposition Internationale des Arts et Techniques (International Exhibition of Arts and Techniques Applied to Modern Life) (right). 

From Orphism she brought what she called “simultaneity”, the exercise of the interplay of colors, shapes and textures within the one visual space", a dynamic she would play with when posing with some of her creations, wearing clothing also rendered in the “simultaneity” style.  Even early in the century there had been “stunts” and debates about “what is art” and there is much in what Delaunay produced which can be seen as a precursor to later movements like surrealism and pop art although for those who want to deconstruct as reductively as the record allows, in a sense the path from some elements in prehistoric cave drawings to Dame Vivienne Westwood (1941–2022)  is lineal (with the odd diversion).

Vogue, January 1925, cover art by Georges Lepape.

Cars were among the many machines Delaunay decorated.  Triangles (and the diamond shapes they could combine to create) were one of the notable motifs of the art deco era.  From the start, Vogue was of course about frocks, shoes and such but its influence extended over the years to fields as diverse as interior decorating and industrial design.  The work of Georges Lepape (1887-1971) has long been strangely neglected in the history of art deco but he was a fine practitioner whose reputation probably suffered because his compositions have always been regarded as derivative or imitative which seems unfair given there are many who are more highly regarded despite being hardly original.  His cover art for Vogue’s edition of 1 January 1925 juxtaposed one of Delaunay’s (1885–1979) "simultaneous" pattern dresses and a Voisin roadster she'd decorated with an art deco motif.

1927 Voisin C14 Lumineuse.

One collector in 2015 was so taken with Pepape’s image that when refurbishing his Voisin C14 Lumineuse (literally “light”, an allusion to the Voisin’s greenhouse-inspired design which allowed natural light to fill the interior), he commissioned Dutch artist Bernadette Ramaekers to hand-paint a geometric triangular pattern in sympathy with that on the Vogue cover in 1925.  Ms Ramaekers took six months to complete the project and in 2022 the car sold at auction for £202,500 (US$230,000).  Produced during the whole inter-war period (1919-1939), the Voisin cars were among the most strikingly memorable of the era although for a variety of reasons, commercial viability was often marginal.  The demise was unfortunate because a manufacturer which once contemplated production of a straight-twelve engine deserved to survive.

Making the strange stranger.

There have been a few French cars which looked weirder than the Matra 530 (1967-1973 and not to be confused with the rather faster Matra R.530 air-to-air missile after which it was named) but the small, mid-engined sports car was visually strange enough although, almost sixty years on, it has aged rather well and the appearance would by most plausibly be accepted as something decades younger.  In 1968, Matra's CEO Jean-Luc Lagardère (1928–2003) commissioned Delaunay to use a 530 as a canvas and she delivered a harlequinesque creation.  Her take on the 530 is sometimes displayed though it wasn’t an exhibit at the Sonia Delaunay Tate Modern retrospective (April-August 2015), remarkably the first time her work had been showcased by an English gallery.  Had she been a man, it’s likely she’d be more celebrated.

Four Citroën GS “Drapeaux” on the 400 metre athletics track at the Olympic Stadium, Munich, FRG (Bundesrepublik Deutschland (Federal Republic of Germany; the old West Germany) 1949-1990) for the 1971 “The Car Without Borders” press event.

A variant of the harlequin idea is the use of national flags and while that’s done usually with badges, the bunting represented either in the singular (including the Triumph TR6 (1968-1976)) or in multiples for that “international flavour” (such as Cutlass Ciera emblem used by Oldsmobile between the mid-1970s and mid-1990s) but in 1971 Citroën used the whole car as a canvas.  Based on mechanically standard GS hatchback and station wagon (Break) models, the flags which adorned the bodywork were those of the twelve nations which participated in voting for the 1971 (ECotY) European Car of the Year, won by the GS.  As well as the four created for the event in Munich, a number of replica GS Drapeaux were built (it’s not clear how many but it may have been as many as 24) for a continent-wide promotional tour, co-ordinated with Citroën dealers.  The voting for the 1971 ECotY was undertaken by a jury of 44 journalists and while not exactly a kind of “automotive Eurovision”, when the numbers were tallied the GS had received a majority in Czechoslovakia, Denmark, the FRG, the Netherlands and the UK, enough to take the title.  The French drapeaux was the plural of drapeau (flag), from the Old French drapel.  In the French dialectical form spoken in Louisiana, a drapeau was a diaper (nappy).

1971 Citroën GS 1220 Club Break in “Drapeaux” trim.

That the ECotY’s jury is made up of specialist automotive journalists has always tended to slant things towards the technically interesting which accounts for winners or place-getters including the NSU Ro80 (1967-1977 and the Wankel-engined winner in 1968 which effectively bankrupted its maker), the Jensen FF (1966-1974 and the first production road car with ABS & AWD (all-wheel-drive and then still called 4WD (four-wheel-drive)) and third in 1967) and the Oldsmobile Toronado (1965-1978 in its original configuration and third in 1966 despite using a 425 cubic inch (7.0 litre) V8 with FWD! (front-wheel-drive) and being as unsuited to the European market as just about anything ever made)).  The ECotY award winners haven’t always been a success in the market but did reflect the sort of machines which appealed to the particular profile of automotive journalists, a breed quite different from those who actually buy new cars.  Nor were the winners necessarily the “best” (admittedly a difficult quality to define), illustrated by the 1990 award when the outstanding Mercedes-Benz R129 (1988-2001) was runner up to the dreary Citroën XM (1989-2000).  By historic standards the GS (1970-1986) was a pretty good choice because not was it only an inspired design but also one which proved a success over a long period, unlike the runner up Volkswagen K70 (1970-1974) and third-placed Citroën SM (1970-1975).  The K70 had actually been inherited by VW when the moribund NSU was absorbed but the many troubles of the SM contributed to Citroën’s bankruptcy though probably not to the same extent as the GS Birotor (1973-1975 and known also as the CX) which used a Wankel engine.  

Lindsay Lohan in harlequin mode.  How fashion critics will react to anything beyond the defined parameters of what's thought within their range of "right" is hard to predict: most seemed to like this.

Lindsay Lohan in November 2022 appeared on ABC’s Good Morning America to promote the Netflix movie, Falling for Christmas.  What caught the eye was her outfit, the harlequinesque suit in a gallimaufry of colors from Law Roach’s (b 1978) Akris’ fall 2022 ready-to-wear collection, the agglomeration including a wide-lapelled jacket, turtleneck and boot cut pants fabricated in a green, yellow, red & orange drei teile (three parts) print in an irregular geometric pattern.  The distinctive look was paired with a similarly eclectic combination of accessories, chunky gold hoop earrings, a crossbody Anouk envelope handbag, and Giuseppe Zanotti platform heels.  The enveloping flare of the trousers concealed the shoes which was a shame, the Giuseppe Zanotti (b 1957) Bebe-style pumps in gloss metallic burgundy leather distinguished by 2-inch (50 mm) soles, 6-inch (150 mm) heels, open vamp, rakish counters and surprisingly delicate ankle straps.  The designer's desire for the cut of the trousers to reach to the ground is noted but the shoes deserved to be seen.