Research Catalog

Title

Marketing Michelin : advertising & cultural identity in twentieth-century France / Stephen L. Harp.

Author

Harp, Stephen L.

Publication

Baltimore : Johns Hopkins University Press, 2001.

Items in the Library & Off-site

Holdings

Details

Description

xiii, 356 pages : illustrations, maps; 24 cm

Summary

• "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 French people and their culture. In the process, it has helped shape the self-image of twentieth-century France. In Marketing Michelin, Stephen L.
• 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 context in which it operated."--BOOK JACKET.

Subject

• Pneu Michelin (Firm) > History
• Michelin > History
• Advertising > History. > France

Bibliography (note)

• Includes bibliographical references (p. 283-338) and index.

Contents

Ch. 1. The Making of the Michelin Man: The Birth and Life of Bibendum in the Belle Epoque -- Ch. 2. Finding France: The Red Guides and Early Automobile Tourism before the War -- Ch. 3. Touring the Trenches: Michelin Guides to World War I Battlefields -- Ch. 4. Saving the French Nation: Pronatalism and Paternalism -- Ch. 5. Advocating Aeronautics: Modernity and French Elan -- Ch. 6. Advocating Americanization?: Taylorism and Mass Consumption in the Interwar Years -- Ch. 7. Defining France: Fusing Tourism, Regionalism, and Gastronomy in the Interwar Years.

ISBN

0801866510 (hardcover : perm. paper)

LCCN

00011288

OCLC

• ocm45024339
• SCSB-4221850

Owning Institutions

Columbia University Libraries