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Publicité de Masse Et Masse Publicitaire: Le Marché Québecois Des Années 1920 Aux Années 1960

Publicité de Masse Et Masse Publicitaire: Le Marché Québecois Des Années 1920 Aux Années 1960

          
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About the Book

Bien que le phénomène de la publicité soit au coeur de maints débats dans plusieurs disciplines, aucune étude historique d'envergure, au Canada comme au Québec, ne lui avait encore été consacrée. Tirant leurs données de trois grands quotidiens des années 1920-1960, soit La Presse, Le Soleil et The Montreal Daily Star, les auteurs retracent l'intégration économique et socio-culturelle du Québec à l'« American way of life », qui aboutit à la Révolution tranquille. Dans une double perspective, quantitative et diachronique d'une part, qualitative et synchronique de l'autre, ils montrent que l'offre marchande au Québec s'est considérablement accrue sous la « masse publicitaires », surtout depuis la Seconde Guerre mondiale, et expliquent pourquoi celle-ci constitue une « publicité de masse » en faisant ressortir le rôle crucial du marché dans l'existence des consommateurs. Avant l'appropriation d'une certaine spécificité québécoise par les publicitaires au début des années 1960, c'est la continuité dans les représentations stéréotypées qui l'emporte sur l'adaptation à la conjoncture: la publicité nord-américaine qui envahit alors le Québec applique la raison marchande aux images de l'employé et de la ménagère en quête de bonheur matériel. À bien des égards, le Québec apparaît comme un laboratoire privilégié pour saisir la publicité dans une optique pluridisciplinaire. Publié en français


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Product Details
  • ISBN-13: 9782760304581
  • Publisher: Les Presses de l'Universite d'Ottawa/University of Ottawa Press
  • Publisher Imprint: University of Ottawa Press
  • Height: 229 mm
  • No of Pages: 384
  • Spine Width: 25 mm
  • Weight: 608 gr
  • ISBN-10: 2760304582
  • Publisher Date: 01 Jan 1999
  • Binding: Paperback
  • Language: French
  • Returnable: Y
  • Sub Title: Le Marché Québecois Des Années 1920 Aux Années 1960
  • Width: 152 mm


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Publicité de Masse Et Masse Publicitaire: Le Marché Québecois Des Années 1920 Aux Années 1960
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