In Consumerism and the Rise of Balloons in Europe at the End of the Eighteenth Century published in the journal Science in Context (2008), Michael R. LYNN highlights how scientists marketed their work to the general public and how it consequently influenced aeronautics in France and Britain during the last twenty years of the 18th century.
Initially, novelty attracted people but later various tactics appeared necessary:
- proving the scientific utility of balloons,
- adding attendees' names to experimental reports,
- providing details (e.g. shape) about the machines,
- selling tickets for separate phases of operation (construction, inflation, launch),
- creating exotic shapes (e.g. pyramid, Chinese temple),
- enlarging the event with dance, food, teaching about physics, dropping animals then humans in parachutes,
- launching fireworks from balloons,
- and selling treatises.