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Nicole, Papa, Blackpool Tower, the Eiffel Tower and Thierry Henry

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Abstract:

The article is concerned with the deployment of European (especially French) characters and motifs in British screen advertising from the 1970s to the present and the means whereby particular products (cars, cosmetics, drinks) are designated as French. It is especially concerned with the appropriation of French films in ads, through direct pillaging of found footage and through imitation, and the gestural use of French films to designate, more generally, shifting perceptions of the foreignness and difference of Europe. Advertising, it is acknowledged, also has its own trends and cycles, pursued regardless of external factors, within brands and amongst agencies. Screen advertising (Stella and VW) increasingly permeates the production, distribution and exhibition of cinema in Britain.

Keywords: AngloFrench relations; French brands; French cinema; film and television sponsorship; film franchising; screen advertising

Document Type: Research Article

DOI: https://doi.org/10.1386/jepc.1.1.25_1

Affiliations: University of Warwick.

Publication date: 2010-11-01

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  • The Journal of European Popular Culture investigates the creative cultures of Europe, present and past. Exploring European popular imagery, media, new media, film, music, art and design, architecture, drama and dance, fine art, literature and the writing arts, and more, the journal is also of interest to those considering the influence of European creativity and European creative artefacts worldwide.
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