Marketing Michelin : advertising & cultural identity in twentieth-century France (Book, 2001) []
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Marketing Michelin : advertising & cultural identity in twentieth-century France

Author: Stephen L Harp
Publisher: Baltimore : Johns Hopkins University Press, ©2001.
Edition/Format:   Print book : EnglishView all editions and formats

His ambitious study offers a fresh perspective on both French social history in these years and the relationship between corporate culture and popular culture in the twentieth century.


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Document Type: Book
All Authors / Contributors: Stephen L Harp
ISBN: 0801866510 9780801866517
OCLC Number: 954688999
Description: xiii, 356 p. : ill., maps ; 24 cm
Contents: Contents: Preface Introduction Chapter 1: The Making of the Michelin Man - The Birth and Life of Bibendum in the Belle Epoque Chapter 2: Finding France - The Red Guides and Early Automobile Tourism before the War Chapter 3: Touring the Trenches - Michelin Guides to World War I Battlefields Chapter 4: Saving the French Nation - Pronatalism and Paternalism Chapter 5: Advocating Aeronautics - Modernity and French Elan Chapter 6: Advocating Americanization? - Taylorism and Mass Consumption in the Interwar Years Chapter 7: Defining France - Fusing Tourism, Regionalism, and Gastronomy in the Interwar Years Conclusion Notes Note on Sources Index
Other Titles: Advertising & cultural identity in twentieth-century France
Advertising and cultural identity in twentieth-century France
Responsibility: Stephen L. Harp.


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This lively and informative book will be of interest to anyone who has ever navigated their holidays with a Michelin map or one of their red or green guides. -- Sarah Howard Times Literary Supplement Read more...

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