Un discours masculin sur la société : la publicité dans les quotidiens québécois des années 1920 aux années 1960

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.

PhD dissertation

Université du Québec à Montréal

Montréal

2009

fr