|aReading French advertising as a cultural phenomenon.
|aSource: Dissertation Abstracts International, Volume: 47-06, Section: A, page: 2148.
|aThesis (Ph.D.)--Harvard University, 1986.
|aA close reading of eight billboard advertising campaigns and a review of sixty-two press and cinema advertisements shows that it is not through an appeal to culture-specific themes and references exclusively that French advertisers define their products. Rather, it is the advertising phenomenon itself as a theme and the reader's involvement in decoding advertising messages which forge an image for products.
|aChapter One provides an overview of the sociology of advertising in France to date. Human associative memory and the psychological aspects of the advertising mechanism are also discussed, setting a theoretical framework for understanding the formation of product-related concepts and the decoding and internalization of advertising messages by the reader.
|aChapter Three is an assessment of themes and creative devices in French advertising which attempts to contextualize it as an important and noteworthy cultural phenomenon in present-day France. The differentiation of products as a result of the myths created by advertising is seen as part of a more general tendency: the advertisement as pleasure-in-itself. This added dimension colors both the creation of advertisements and the French public's perception of them.
|aChapter Two analyzes the cognitive and rhetorical dimensions of eight advertising campaigns. In each case, particular emphasis is given to social and cultural references which are crucial to understanding the message. The persuasive force of the advertisement lies in the reader's invoking this knowledge.