Le récit de la classe moyenne : la publicité des quotidiens montréalais, 1920-1970

Type of resource
Author/collaborator
Title
Le récit de la classe moyenne : la publicité des quotidiens montréalais, 1920-1970
Abstract
The author examines the ideological foundations of advertising in Quebec from 1920 to 1970. From the content analysis of almost 9,000 advertisements published in three Montreal daily newspapers -- La Presse, Le Devoir, and the Montreal Star -- he argues that advertising discourse during this period stemmed from a general discourse on the male society. The cause of this general discourse, he contends, was because advertising -- a profession dominated by middle-class males -- participated in the definition of the image of masculinity in the context of masculinization of media and the questioning of family and the social role of the man in the twentieth century.
Place
Montréal
Publisher
Leméac
Date
2014
Language
fr
Notes

Based on the author's 2009 PhD dissertation, "Un discours masculin sur la société: la publicité dans les quotidiens québécois des années 1920 aux années 1960." Montréal: Université du Québec à Montréal, 2009. http://www.archipel.uqam.ca/2402/1/D1840.pdf

Citation
Couvrette, Sébastien. Le récit de la classe moyenne : la publicité des quotidiens montréalais, 1920-1970. Montréal: Leméac, 2014.
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