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Marketing Michelin : Advertising and Cultural Identity in Twentie
Free US Delivery | ISBN:0801866510
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“Former library book; may include library markings. Used book that is in clean, average condition ”... Read moreAbout condition
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eBay item number:315255848582
Item specifics
- Condition
- Good
- Seller notes
- Features
- EX-LIBRARY
- Book Title
- Marketing Michelin : Advertising and Cultural Identity in Twentie
- ISBN
- 9780801866517
- Publication Year
- 2001
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- Marketing Michelin : Advertising and Cultural Identity in Twentieth-Century France
- Item Height
- 1.1in
- Item Length
- 9.2in
- Publisher
- Johns Hopkins University Press
- Item Width
- 6.1in
- Item Weight
- 24.9 Oz
- Number of Pages
- 376 Pages
About this product
Product Information
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 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 favorably 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 twentieth century. 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.
Product Identifiers
Publisher
Johns Hopkins University Press
ISBN-10
0801866510
ISBN-13
9780801866517
eBay Product ID (ePID)
1826870
Product Key Features
Publication Name
Marketing Michelin : Advertising and Cultural Identity in Twentieth-Century France
Format
Hardcover
Language
English
Publication Year
2001
Type
Textbook
Number of Pages
376 Pages
Dimensions
Item Length
9.2in
Item Height
1.1in
Item Width
6.1in
Item Weight
24.9 Oz
Additional Product Features
Lc Classification Number
Hf6161.T55h37 2001
Grade from
College Graduate Student
Reviews
Highly intelligent and engaging... Harp's sophistical blend of business and cultural history enriches both approaches and should serve as a model for other scholars., Accomplishes the difficult task of melding business and cultural history to make a persuasive argument for the critical role of large corporations in the shaping of national culture in the first half of the twentieth century., Stephen Harp has written a first-class advertising and cultural history that is both informative and engaging., "This is a fine book... a thoughtful analysis of this world-famous icon from the perspective of class, race, nation, and gender... Handsomely produced, it is a good and worthwhile read."--Robert J. Young, History: Reviews of Books, 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., "Highly intelligent and engaging... Harp's sophistical blend of business and cultural history enriches both approaches and should serve as a model for other scholars."--Ellen Furlough, Journal of Social History, "A coherent and useful contribution to debates concerning cultural modernity and French values." -- Sharif Gemie, European History Quarterly, "Harp encourages us to rethink many of our assumptions regarding the oppositions between tradition and modernity and between national and regional identity... This book is a fascinating contribution to the literature on modernization, regionalism, and consumer culture in twentieth-century France, and it will be of interest to specialists and general readers alike."--David Allen Harvey, American Historical Review, By reminding us that businessmen have deployed power and money to advocate causes, or that they have, through their products and their publicity, shaped our quotidian experiences, Harp's broadest contribution is to recognize that cultural history has much to gain by focusing on the producers as well as the consumers., Harp argues that Michelin is a prime example of how businesses can reshape cultural attitudes and assumptions, particularly through advertising. He analyses the cultural assumptions of France, including representations of gender, race, and class, in a way that is lively, interesting, and informative., "By reminding us that businessmen have deployed power and money to advocate causes, or that they have, through their products and their publicity, shaped our quotidian experiences, Harp's broadest contribution is to recognize that cultural history has much to gain by focusing on the producers as well as the consumers."--Michael Miller, Economic History Review, This is a fine book... a thoughtful analysis of this world-famous icon from the perspective of class, race, nation, and gender... Handsomely produced, it is a good and worthwhile read., Steven Harp's Marketing Michelin is a fascinating, well-researched book. His strengths as a historian and speaker of French are well displayed here. His archival work is also very impressive., Harp encourages us to rethink many of our assumptions regarding the oppositions between tradition and modernity and between national and regional identity... This book is a fascinating contribution to the literature on modernization, regionalism, and consumer culture in twentieth-century France, and it will be of interest to specialists and general readers alike., "Accomplishes the difficult task of melding business and cultural history to make a persuasive argument for the critical role of large corporations in the shaping of national culture in the first half of the twentieth century."--Leora Auslander, Journal of Modern History, Harp's achievement is notable. He has offered a strong base on which to build further studies on the role of advertising in mass culture while contributing significantly to our understanding of French culture., "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, "Stephen Harp has written a first-class advertising and cultural history that is both informative and engaging."--Rosemary Wakeman, H-France, "Harp argues that Michelin is a prime example of how businesses can reshape cultural attitudes and assumptions, particularly through advertising. He analyses the cultural assumptions of France, including representations of gender, race, and class, in a way that is lively, interesting, and informative."--C. R. Day, Histoire Sociale, Marketing Michelin manages to portray twentieth-century France in several of its pivotal transformations, while lending to its portrait the coherence of a well-known cultural icon (Bibendum) traversing the century and changing with the times., ""Accomplishes the difficult task of melding business and cultural history to make a persuasive argument for the critical role of large corporations in the shaping of national culture in the first half of the twentieth century."", "Steven Harp's Marketing Michelin is a fascinating, well-researched book. His strengths as a historian and speaker of French are well displayed here. His archival work is also very impressive."--Esther Redmount, EH.Net and H-Business, H-Net Reviews
Table of Content
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
Copyright Date
2002
Target Audience
Scholarly & Professional
Topic
Industries / General, Europe / France, History, Advertising & Promotion, Corporate & Business History
Lccn
00-011288
Dewey Decimal
338.7/67832/0944
Dewey Edition
21
Illustrated
Yes
Genre
Business & Economics, Science, History
Item description from the seller
Business seller information
Better World Books Marketplace, Inc.
Lisa Day
55742 Currant Road
46545 Mishawaka, IN
United States
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