The Night of the Ad (“La Nuit de la Pub”)
Screenings, lectures and discussions led by Anne Saint Dreux
In partnership with la Maison de la Pub in Paris
“Advertising is one of the most pop examples of consumer society.”
Salvador Dali
The Advertisement House (La Maison de la Pub)
We come looking for childhood memories and we go away with plans for the future. The “Maison de la Pub”, a melting pot of ideas and images, is open to all continents.
With a collection of 400,000 advertising films, from the first commercial by the Lumière brothers (1897) to current advertising campaigns, it offers incomparable research material on French and international advertising. Its multimedia archives are designed for professionals, students and the public at large and provide materials for numerous television programs and circulate in any number of festivals and large exhibitions in France and abroad.
The Night of the Ad (La Nuit de la Pub)
From the first film produced by the Lumière Brothers to the most sophisticated special effects, from French advertisements to the most distant creations, the “Nuit de la Pub” proposes a trip in time and space.
A convivial event during which the “Maison de la Pub” proposes an uninterrupted projection of advertising films edited by themes. A unique chance to discover -or rediscover- the path taken between the advertisement of yesteryear and the advertisement of today, and to better understand how the advertising message has changed into a true spearhead for contemporary society.
The Speaker
Anne Saint Dreux is currently Director-Founder of the “Maison de la Pub”in Paris and the official representative of the “Art Directors Club” of New York for France.
After studying literature and then studying at film school in England, Anne Saint Dreux began working for the information service of French television in London. Upon her return to France, she became the assistant to Agnès Varda before producing a dozen short films.
Torn between her interest in semiology and her profession as a filmmaker, she established the “Centre National des Archives de la Publicité” (National Center of Advertising Archives) in 1980, and developed a business linked to her collection of advertising films.
In 1995, she established “Le Prix de l’Humour dans la Pub” (Humor in Advertising Prize) which became the annual meeting of agencies, advertisers and …good humor!
After being France’s delegate to the Clio Awards (New York) for ten years, she was named official representative of the Art Directors Club of New York for France. From 2003 to 2009, The National Geographic(Washington) commissioned her to market its archives department (Digital Motion) in France.
As an academic, always attentive to the world of research, Anne Saint Dreux regularly speaks on subjects related to the life of advertising. Since she participates in research in the field, she has been able to bring a form cultural heritage -often not easily accessible- within the reach of both academics and professionals.
As a result, the promotion of French advertising production has also been extended beyond our borders through activities such as lectures and exhibits organized with the assistance of French Cultural Centers abroad.
Anne Saint Dreux was able to establish what we consider today to be an institution indispensable to the life of advertising: La Maison de la Pub. The objective of this organization is to detach the advertising message from its commercial context to restore its historical, economic, and sociological value.
In 2008, Anne Saint Dreux was named Knight of the Legion of Honor.
Program
Lecture (choose among the list below) in French or English: 30-45 minutes (possibly followed by an audience discussion).
Screening (choose among one or several montages from the list below): between 1 1/2 and 3 hours depending upon the desired number of montages (between 120-400 advertising films available).
Allow for 10-15 minutes of screening time per montage.
Format : DVD.
Anne Saint Dreux introduces and provides commentary in French or English on the screenings with the audience.
N.B.: The organizers may choose to have only the lecture or only the montage screening.
Lectures
Governmental communication
Governments naturally uses paths sketched out by advertising to address their citizens. A thirty-second spot is sometimes more effective than a long speech. Thus, in between commercials for common consumer goods, we see ads for lofty causes designed to inform the public.
For some, governmental communication is the noble part of the message invasion which bombards us. The “Satan of trade” is far away from this point of sale.
The speech leads us back to our fundamentals: to warn, inform, educate.
The need for change in behaviors -a device imposed by marketing- is idealized here and goes beyond itself because everyone is concerned with “doing better for the good of all."
Is there a strategy of emotion?
Emotion is a part of advertising history: the staging of emotion. There is the emotion of the spectator faced with advertising history: the sense of emotion. There is the socio-cultural background of the television viewer as well as his own affective state which makes him a more or less vulnerable subject.
Age, health, mental state, environment, and individual susceptibility are several factors which vary and are difficult to quantify.
Emotion, therefore, does not have a common denominator. There are, however, constants which advertising knows very well how to handle... in order to manipulate us?
How the image of children has changed in advertising
At the turn of the twentieth century, children were represented as miniature adults. Indeed, numerous working-class children worked. Starting in the 1960s, children were promoted and took on importance within the family.
Today, children often influence the family’s choices and advertisers use his seductive (or even persuasive) power with their parents.
As budding spectators, children become the chief purchasing advisors and guide adults in their choices. Just how far will this go?
Suggested topics
Once upon a time in advertising
We’ll take a trip back in time, showing the changes in language, trends and techniques. Among the films presented in this overview we’ll find big stars, such as the Lumière brothers, Michael Jackson and Louis de Funès. Other stars shine in the glow of mythical brands like Channel and Adidas. This is a chance to remember exemplary careers and to salute denied creativity.
America
America has imposed its image on the world of images. From the Marlboro cowboy to the Winston golden boy and the Coca-Cola teenagers, advertising has adopted the America’s values while adopting its brands.
The films presented include: America in the 1970s, Pepsi, inspired by "Hair" and hippies, (giving us a series of documentary films,) Lee, Nike, Coca-Cola, Pioneer, Levi's, Pepsi.
French women in advertising
It’s all about seduction. Advertising has understood this and celebrates the image of the woman by granting her the role of eternal seductress.
Whether she is a glamorous or natural woman, and executive or cleaning lady, the “woman” in advertising has never ceased to be the stuff of dreams.
Around the world with 80 ads
To each his own ad. This trip around the world will help us discover how countries as diverse as Germany, Brazil, Australia, Scandinavia, Spain, Poland and others view advertising. Unedited films and curiosities contribute to this unusual journey.
Among the films presented : Coke (Japan), Important Issues (England), Danone (Portugal), Mercedes (Germany), Barilla (Italy), Orangina (Spain), Cacharel (Brazil), Adidas (Poland), Nike (Canada), Coke and Pepsi (comparative advertising/USA).
Perfume
Chanel, Dior, Saint-Laurent, Givenchy... true national gems of international renown. Perfume loves advertising and advertising returns the favor by ascribing two golden rules to it: elegance and sophistication.
Among the films presented: Rive Gauche - Paris/Saint-Laurent, Ysatis/Givenchy, Magie Noire/Lancôme, Fidji/Laroche, Shalimar/Guerlain, N° 5, - N°19/Chanel, Cacharel, Joy/Patou.
Links
www.lamaisondelapub.com
http://www.annesaintdreux.com/1.aspx
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