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Marketing Michelin: Advertising and Cultural Identity in Twentieth-Century France by Stephen L. Harp (Hardcover, 2001)

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One of the world's largest tyre makers and an international corporation with interests in countries around the world, Michelin is also a uniquely French company, one that throughout its history has closely identified itself with the country's people and culture. In the process, it has helped shape the self-image of 20th-century France. This volume offers a provocative history of the company and its innovative advertising campaigns between 1898, when Bibendum - the company's iconic Michelin Man - was first introduced, to 1940, when France fell to the Nazis and the company's top executive, Edouard Michelin, died. Both events indelibly changed the company and the national context in which it operated. Harp uses the familiar figure of Bibendum and the promotional campaigns designed around him to analyze the cultural assumptions of belle-epoque France, including representations of gender, race and class. He also considers Michelin's efforts to promote automobile tourism in France and Europe through its famous Red Guide (first introduced in 1900), noting that, in the aftermath of World War I, the company sold tour guides to the battlefields of the Western Front and favourably positioned France's participation in the war as purely defensive and unavoidable. Throughout this period, the company successfully identified the name of Michelin with many aspects of French society, from cuisine and local culture to nationalism and colonialism. Michelin also introduced Fordism and Taylorism to France, and Harp offers a nuanced understanding of how the firm effected Americanization and modernization despite the protests of the French public. Through its marketing efforts, Harp concludes, Michelin exerted a profound impact on France's cultural identity in the 20th century. His study offers a fresh perspective on both French social history in these years and the relationship between corporate culture and popular culture in the 20th century.

Product Identifiers

Publisher
Johns Hopkins University Press
ISBN-13
9780801866517
eBay Product ID (ePID)
94907076

Product Key Features

Author
Stephen L. Harp
Publication Name
Marketing Michelin: Advertising and Cultural Identity in Twentieth-Century France
Format
Hardcover
Language
English
Subject
Science, History, Advertising
Publication Year
2001
Type
Textbook
Number of Pages
376 Pages

Dimensions

Item Height
235mm
Item Width
156mm
Item Weight
703g

Additional Product Features

Title_Author
Stephen L. Harp
Country/Region of Manufacture
United States

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Marketing Michelin: Advertising and Cultural Identity in Twentieth-Century France by Stephen L. Harp (Hardcover, 2001)

About this product

Product Information

Product Identifiers

Product Key Features

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Additional Product Features

Best Selling in Textbooks

Diagnostic and Statistical Manual of Mental Disorders DSM-5-TR by American Psychiatric Association (2022, Trade Paperback)

Desk Reference to the Diagnostic Criteria from DSM-5-TR by American Psychiatric Association (2022, Trade Paperback)

Self Heal by Design : The Role of Micro-organisms for Health by Barbara O'Neill (2018, Trade Paperback)

Leadership : Theory and Practice by Peter G. Northouse (2021, Trade Paperback, Revised edition)

Designing Data-Intensive Applications : The Big Ideas Behind Reliable, Scalable, and Maintainable Systems by Martin Kleppmann (2017, Trade Paperback)

Research Design : Qualitative, Quantitative, and Mixed Methods Approaches by J. David Creswell and John W. Creswell (2022, Trade Paperback)

Diagnostic and Statistical Manual of Mental Disorders : DSM-5-TR by American Psychiatric Association (2022, Hardcover)

Save on Textbooks

Diagnostic and Statistical Manual of Mental Disorders DSM-5-TR Brand new

Designing Data-Intensive Applications : The Big Ideas Behind Reliable.....

International Residential Code for One and Two-Family Dwellings 2021 free ship

National Electrical Code (NEC) NFPA 70 2020 Edition Spiral USA STOCK

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