JOIN USPosters, print advertisements, beverage, cigarette and cheese labels from the past, all have a story to tell. Besides graphically narrating the events, they also the artistic trend that prevailed at the time.
The exhibition, ‘The history of France old by advertising’ at the Alliance Francaise atrium, showcases these posters and will be on till March 31. The 150 promotional posters selected from the rich collection of the Forney library, trace the history of France through a funny gallery of the French hero.
The posters in the exhibition have been classified into 12 sections depicting the history of the country from the earliest period to the recent times. The Gauls were Celtic people inhabiting Gaul in the Iron Age and Roman period roughly from 5th Century to BC to 3rd Century AD. They played a certain role in the national historiography and identity of modern France, which led to some interesting posters.
Asterix, the popular series of French comic books following the exploits of a village of “indomitable Gauls”, satirises the view by combining scenes set in classical antiquity with modern day ethnic cliches of the French and other nations.
Charlemagne, the emperor with the flowered beard also known as Charles the Great or Charles I, Joan of Arc, Francois of France or Francois Ier, who ruled France from 1515 until his death in 1547 are all iconic figures depicted in the posters. Among the medieval kings in the posters are Henri IV of France also known as “Good King Henry”, who was the king of France from 1789 to 1799 (the year in which the British defeated Tipu Sultan). The British then went after Napoleon who was then in Egypt for a short period. Napoleon too has an impressive poster in the form of a cigarette advertisement. The colonial conquest by France (they were in India too at Pondicherry) also generated interesting posters.
The large number of ads with soldiers during the III Republic (1870-1940) could surprise today. But after 1870s defeat against Germany, army is a very important institution in France. Soldiers are not depicted as heroes but normal people, enjoying a drink together or smoking.
During the Great War, the ads keep using French soldiers to promote products as sparkling wine (Mousseux Augendre) or cigarettes but despite the smiles, the horror of the war is obvious. It impacted every social class, generation and gender.
After the liberation of France in 1944, French soldiers became less popular in ads, as they were defeated in 1940.The May 1968 events in France were a volatile period of civil unrest punctuated by demonstrations and massive general strikes as well as the occupation of universities and factories across France. Not the least, of course, are posters depicting Marianne, who is a national emblem of the French Republic, an allegory of liberty and reason, and a portrayal of the goddess of liberty. marianne is displayed in many places in France and holds a place of honour in town halls and law courts. She is a significant republican symbol as opposed to monarchy and an icon of freedom and democracy against all forms of dictatorship. She too figures in posters