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INFORMATION to USERS the Quality of This Reproduction Is INFORMATION TO USERS This manuscript has been reproduced from the microfilm master. UMZ films the text directly from the original or copy submitted. Thus, some thesis and dissertation copies are in typewriter &ce, while others nuy be from any type of computer printer. The quality of this reproduction is dependent upon the qualityof the copy submitted. Broken or indistinct print, colored or poor quality illustrations and photographs, print bleedthrough, substandard margins, and improper alignment can adversely affect reproduction. In the unlikely event that the author did not send UMI a complete manuscript and there are missing pages, these will be noted. Also, if unauthorized copyright material had to be removed, a note will indicate the deletion. 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Ann Aitor MI 4SI06-I346 USA 313/761-4700 «00/321-0600 THE PRICE OF DREAMS: A HISTORY OF ADVERTISING IN FRANCE. 1927-1968 DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University by Clark Eric H ultquist, B.A., M.A. The Ohio State University 1996 Dissertation Committee: Approved by John A. M. Rothney John C. Rule y Advisor \ Department of fistory Mansel G. Blackford UMI Number: 9620020 Copyright 1996 by Hultquist, Clark Eric All rights reserved. UMI Microform 9620020 Copyright 1996, hy UMI Company. Ail rights reserved. This mkroform edition Is protected against unauthorized copying under Title 17, United States Code. UMI 300 North Zeeb Road Ann Arbor, MI 48103 Copyright by Clark Eric Hultquist 1996 To My Parents II ACKNOWLEDGEMENTS This project shall be catalogued under my name, however, if I could, I would share that honor with many others. I wish to express my appreciation to my advisor. Dr. John A. M. Rothney, whose support and insight have dually shaped myself and this dissertation. His knowledge of France and his conceptual vision have been the two pillars upon which my work resides. Furthermore, I am grateful for the assistance and friendship of Dr. John C. Rule, both for this dissertation and during my graduate career. I am indebted to Dr. Mansel G. Blackford for his insights on business history and for providing a comparative historical context for this work. My undergraduate advisor. Dr. James M. Laux, needs to be recognized for kindling my interest in French history. I would also like to thank the Graduate School of The Ohio State University which provided funding for my research. The staff of the Bibliothèque National annexe at Versailles facillitated my research by patiently finding the hundreds of periodicals I requested. Ellen Gartrell and the Special Collections Deparment of Duke University proved most helpful in culling through the J. Walter Thompson archives for material on Its Paris office. I am especially grateful to Monsieur Claude Marcus, Vice-President of Publiais Conseil, for the hours of his valuable time he shared with me iii in Paris in the winter of 1992. Without his help this project would not have been possible. Marc Martin of the Université de Paris X-Nanterre, Ellen Furlough, Victoria de Grazia, and Daniel Pope have provided me advice and copies of their works during the gestation of this project. I would like to thank them again. I am appreciative of the comments of Richard Kuisei and Roland Marchand on the initial versions of Chapters Three and Five. The following friends gave me much-needed support, laughter, and companionship throughout this process: Tom and Tiffany Arnold, Mehran Tadjfar, David Young, José and Sharyn Talbert, Dave Staley, Richard Rothaus, John Stapleton, Doug O’Roark, Jeff Stevenson, Kaushik Bagchi, Dave Blanks, Jeff Jaynes (and family), Mike Dixon, Pat Palmieri, and Walter Grunden. Thanks to you all. A special note of gratitude goes to my present and former roommates; Fred Schultz, Sanford Zale, Howard Stanger, Tony Leclerc, and Kevin Griffith were all subject to my lamentations, my idiosyncracies, and my cooking. To my friends and former colleagues at Kenyon College (Joan Cadden and Michael Evans) and Denison University (Amy Gordon and Don Schilling), I would like to express my gratitude for helping me become a better teacher. Finally, I would like to thank my family who have sustained me during this marathon. Their contributions toward the completion of this dissertation cannot be adequately described and will not be forgotten. iv VITA December 21. 1962 .................................................... Born. Cincinnati. Ohio 1985 .................................................................................. B.A.. U niversity of Cincinnati 1986-1992 ..................................................................... Graduate Associate Department of History Ohio State University 1989 ............................................................................ M.A,. Ohio State U niversity 1992-1993 ..................................................................... Visiting Instructor of History. Kenyon College Gambler, Ohio 1993-1994 ..................................................................... Lecturer. Department of History. Ohio State U niversity 1994-1995 ..................................................................... Visiting Instructor of History. Denison University. Granville. Ohio 1995-presen t ............................................................... Instructor. Department of History and Political Science, Otterbein College, Westerville, Ohio FIELDS OF STUDY Major Field: History Studies in Modern E urope ............................. Dr. John A.M. Rothney Dr. Alan Beyerchen Studies in Early Modern Europe ............. Dr. John C. Rule Studies in Asian History .......................... Dr. James Bartholomew V TABLE OF CONTENTS DEDICATION ......................................................................................... ii ACKNOWLEDGEMENTS............................................................................ iii VITA .......................................................................................................... V LIST OF........................... TABLES ...................................................... vlii LIST OF FIGURES ...................................................... x INTRODUCTION ...................................................................................... 1 CHAPTER PAGE I. MARCEL BLEÜSTEIN-BLANCHET AND THE EARLY YEARS OF PUBLICIS..................................... 7 II. THE PROFESSIONALIZATION OF THE TRADE. 1945-1968 ........................................................ 53 Economic Transformation .............................. 55 The French Media and Advertising . 66 The Maturation of French Advertising Agencies .................................... 83 The French Agencies .................................... 98 III. THE RISE OF THE LION. PUBLICIS. 1945-1968 105 The Rebirth of Publicis .............................. 106 The Régie-Presse ........................................ 112 Publicis and the Government ................. 127 Symbols ........................................................ 136 The Clients of Publicis ................................. 144 The Advertisements of Publicis ................. 157 The Success of Publicis ........................... 170 IV. THE MEN AND WOMEN OF THE TRADE................... 175 The Structure of Publicis ....................... 176 The Education and Training of Publicitaires........................................................ 186 Women at Publicis........................................... 207 vi The Geographic Origins of Publicis Cadres ........................................ 215 Publicis and Empioyee Turnover .... 223 Conclusions ................................................. 229 V. THE J. WALTER THOMPSON COMPANY IN FRANCE, 1927-1968 232 VI. THE IMAGES OF FRENCH ADVERTISING. 1945-1968 288 The Style of French Advertisements ................................................... 298 The Images of Women and Men In French Advertisements ................................................... 307 Conclusion: La France Moderne.................. 327 CONCLUSION ......................................................................................... 337 APPENDIX ............................................................................................ 345 BIBLIOGRAPHY ............................................................................... 347 v i i LIST OF TABLES TABLE page 1. Percentages of French Households Owning the Following ....................................................................... 58 2. French Household Spending by Sector. in Percentage ............................................................ 58 3. Advertising Spending, 1957-1970 ..................... 64 4. Advertising Spending in 1960 64 5. Percentage Distribution of Advertising Spending by Medium .............................................. 69 6. Advertising Spending
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