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Pré-Publication, Document De Travail Année : 2015

Radio Advertising: A Typical Opposition between Serious and Popular Cultures in the Music Broascating in France in the Thirties

Christophe Bennet

Résumé

Throughout the Thirties, when the Radio is becoming a mass media in France, music broadcasting accounted for 60 percent of the whole program. Along this decade, as this medium is also becoming professional, its audience kept increasing. In the situation of the coexistence of a public network with a private one (about thirty stations in total) two opposite ideas about using the medium emerged. On the one hand, a cultural scheme and on the other hand anybody's quick attraction. The first logic, more political, carried the idea of the acculturation of the population towards learned music; the second direction, more pragmatic, led to a practice of the medium as a means of immediate satisfaction by less legitimate products. Born with the first transmitting stations, radio advertising gradually changed, in a parallel direction to the evolution of the status and programs of the wireless. After 1935, the year of the definitive end of radio advertising on the public stations, a few publicists bought commercial stations back and deeply changed the medium. They were inspired with methods used in the United States they adapted to the French culture. The purpose of this article is to show the combination of music and advertising on the radio waves caused as many improvisations, innovations and compromises as the broadcasting of music itself. This unexpected union generated musical works in which serious or popular extracts whose aesthetic references emphasized the advertisements. Referring to concrete examples, would be explained the process of associating music and products and how the audience at that time caught these musical advertisements.
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hal-01146826 , version 1 (29-04-2015)

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  • HAL Id : hal-01146826 , version 1

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Christophe Bennet. Radio Advertising: A Typical Opposition between Serious and Popular Cultures in the Music Broascating in France in the Thirties. 2015. ⟨hal-01146826⟩
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