Cinema Minima: Per Diem
The real goal of French aperitif advertisements in the interwar period. Trust the TLS to come up with this stuff - how many book reviews review books not in English, as the TLS does regularly?
It turns out that after absinthe had been banned in 1915, France's aperitif-makers used advertising campaigns to put distance between their products and the demon f/e verte of absinthe.
All those beautiful ads for Dubonnet and other aperitifs were designed, not merely to sell, or even to gain market share against competitors, but to position the products against absinthe. [Cinema Minima: Per Diem]
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