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Consumer ChroniclesCultures of Consumption in Modern French Literature$
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David H. Walker

Print publication date: 2011

Print ISBN-13: 9781846314872

Published to Liverpool Scholarship Online: June 2013

DOI: 10.5949/UPO9781846317156

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date: 21 November 2017

Managing the Consumers (2): Advertisers

Managing the Consumers (2): Advertisers

Chapter:
(p.256) 15 Managing the Consumers (2): Advertisers
Source:
Consumer Chronicles
Publisher:
Liverpool University Press
DOI:10.5949/UPO9781846317156.016

In Simone de Beauvoir's 1965 novel Les Belles Images, the main character works in an advertising agency where she makes merchandise attractive to potential customers. In using attractive images for marketing purposes, she is actually trading on emotional needs to enable manufacturers to make a profit. She also highlights the paradoxical, even contradictory features that consumers are looking for in a merchandise, thus making consumption an effective way to reconcile incompatible requirements. The novel offers a critique of the affluent society through the protagonist's father, who believes that the secret to a happier life lies in refusing to be a member of the consumer society.

Keywords:   Simone de Beauvoir, Les Belles Images, advertising, marketing, consumer society, consumers, consumption

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