Marketing Michelin: Advertising & Cultural Identity in Twentieth-Century France
Stephen L. HarpISBN: 0801866510;
One of the world's largest tire 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 twentieth-century France. In Marketing Michelin, Stephen Harp provides 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...
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