02 - Publicité, quelle histoire ?
Eric Godeau
Tobacco advertising in France, from a monopoly to competition
Le Temps des médias n°2, printemps 2004, p.116-126.Seita advertising developed in France between the two world-wars, before reaching its peak in the 1950s. When the State had a monopoly, the goal of advertising was to shift consumer smoking habits toward luxury products; these brought the maximum revenue to the State coffers. After 1976, when a competitive open market was introduced, advertising was supposed to ensure consumers bought Seita products rather than those of its competitors. The main development of the period was the adoption of legislation that restricted and eventually forbad tobacco advertising.
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