Penser les techniques publicitaires de demain : une exploration des brevets d’invention délivrés en France (1850-1940) (notice n° 1003063)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03567cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250125134548.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Canu, Roland |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Penser les techniques publicitaires de demain : une exploration des brevets d’invention délivrés en France (1850-1940) |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 52 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Nous proposons dans cet article de revisiter un siècle de l’histoire technique publicitaire à partir d’un corpus textuel et iconographique encore inexploité : les brevets d’invention délivrés en France de 1850 à 1940 (source : archives INPI). Ces brevets composent une « collection » capable d’établir un témoignage prenant ses distances avec les médias et les techniques qui ont jusqu’ici retenu l’attention. Comme « mémoire de la création technique », ils dévoilent en effet une variété d’inventions publicitaires méconnues. Derrière les journaux et les affiches prolifèrent des idées techniques qui dessinent un mouvement de modernisation publicitaire précédant puis accompagnant la professionnalisation du secteur au début du xxe siècle. A ainsi été composé un échantillon de 1 042 brevets qui couvrent près d’un siècle d’inventions. Tous ces brevets ont été lus, codés, puis soumis à des traitements lexicométriques présentés dans cet article. Un tel traitement favorise l’identification et la périodisation de plusieurs périmètres techniques, parmi lesquels ceux de la publicité animée et de la publicité lumineuse qui s’imposent au début du xxe siècle. Ce faisant, ce récit statistique esquisse un ordre des techniques publicitaires, i.e. une normativité qui se déplace et qui semble tout à la fois stimuler la pensée inventive et en limiter l’amplitude. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This article examines a century of advertising history using a textual and iconographic corpus that has not yet been used: the patents registered in France from 1850 to 1940 (source: INPI archives). This collection of patents establishes a new testimony that does not concern the usual media and techniques. As a "memory of technical creation", they reveal a variety of advertising techniques that is still unknown. This variety outlines a modernization movement that first preceded and then went along with the professionalization of the advertising sector. We have selected 1,042 patents that cover nearly a century of inventions. All these patents were read, coded, and then subjected to lexicometric analyses presented in this article. These analyses lead to the identification and description of several technical universes, among which two are specific to an advertising turn at the beginning of the 20th century: animated advertising and illuminated advertising. In doing so, this statistical account highlights advertising techniques that follow a certain order, in other words, a normativity that moves over time and seems to both stimulate inventive capacity and restrain its amplitude. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | invention |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | histoire |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publicité |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | technique |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brevet |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | analyse lexicale |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | invention |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | history |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | patent |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | technique |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | lexical analysis |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Sociétés & Représentations | 54 | 2 | 2022-09-12 | p. 53-74 | 1262-2966 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-societes-et-representations-2022-2-page-53?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-societes-et-representations-2022-2-page-53?lang=fr&redirect-ssocas=7080</a> |
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