IMAGINAIRE NOSTALGIQUE ET PUBLICITÉ: LE CAS DU PETIT VILLAGE D’ANTAN
NOSTALGIC IMAGINATION OF THE LITTLE FRENCH VILLAGE OF BYGONE DAYS IN CONTEMPORARY TV ADVERTISING

Summary/Abstract: This article questions the cultural representation of nostalgia through the case study of the little French village of bygone days in contemporary tv advertising.It analyses the process by which the commercial discourse acts as an operator of cultural memory, and achieve to produce at the same time an homogenization of shared memories, a reconstitution that modifies an historical period, and a stabilization of a nostalgic aesthetics. First, the article studies the way these images build a freezed chronotope of spatial and temporal representation. Then, it questions the value of authenticity that is spread in these representations, through the construction of generic pictures, though a semiotical approach of materials, and through the glorification of tradition.

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