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Advertising mediation transforms according to successive forms of markets: a fragmented, unified, or segmented market. Beyond the relationship with the consumer, it reflects the status of the link between manufacturers and retailers. Initially, the brand logic helped the manufacturer to control a market of consumer goods, which were now packaged and advertised. The ramping up of marketing (after the First World War), self-service, and supermarkets (after the Second) gave rise to a real mass market. They also led to the trivialization of products, along with the saturation of needs. Thanks to new kinds of media, manufacturers tried to regain the value added by segmenting the market into different categories of consumers. By integrating the consumer into the market, this brand logic ultimately contributed to the spread of commercial culture.