La publicité en France – naissance d’un phénomène culturel et social
Advertising in France – the birth of a new cultural and social phenomenon

Summary/Abstract: The main aim of this paper is to present the history of French advertising, which has accompanied and transformed along with the press ever since the 17th century. Seen from a diachronic perspective, the advertising in France is distinguished by one specific feature, namely a clear dividing line between the phenomenons of “réclame” (old advertising) and “publicité” (new advertising). The latter involved a variety of marketing methods commonly applied today which determined the vectors of its rise. At that time a number of advertising agencies were established such as Havas or Publicis. In order to fully develop its potential, French advertising skillfully draws on the latest technological developments and moves from the simplest forms such as poster advertising through radio to television. No matter what form is involved, French advertising modifies its message to fit in with new trends in society by adopting suitable socio-styles. A description of the socio-styles follows in this paper

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