The Seduction of the French Advertising Communication through Urban Public Space

A Sedução da Comunicação Publicitária Francesa através do Meio

Diana Freitas () and Ricardo Azambuja
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Diana Freitas: ENSA PVDS - École nationale supérieure d'architecture de Paris Val-de-Seine
Ricardo Azambuja: ESSEC Business School

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Abstract: in this article, the use of Parisian urban furniture as a medium for communicating advertising is analyzed drawing from the perspectives of the audrillardian consumerism and the concept of Junkspace introduced by Rem Koolhaas. Three examples of advertising integrated into the city are presented and analyzed via-à-vis these theoretical frameworks. Three extensions of the Baudrillardian concept of seduction are proposed: i) the seduction through the sign of the familial, offered by the Grands Magasins' shop-windows, ii) the seduction by integration, reached by the Morris column, and iii) the seduction by the ambition of belonging to a reference-group, incited by a panel-siding. The characterization of the embodiments of Junkspace into contemporary Paris, as well as a reflection on the subtle and spectacular seduction of consumption through the inevitability of everyday in this city, are then advocated.

Keywords: Urban Public Space; French Advertising Communication (search for similar items in EconPapers)
Date: 2015
New Economics Papers: this item is included in nep-mkt
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Published in Publ.Cidades 01, 2015, pp.77-84

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01139057

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