2023-10-08 04:01:48
Patriotism has become mainstream whereas it was taboo in the past, brands have a boulevard in front of them.
INfluencia: when did brands start to seize the national narrative to promote themselves?
Raphaël Llorca: I would tend to say that brands tell the story France always. Citroën privatized the Eiffel Tower in 1925 by making its name appear in giant letters using 250,000 light bulbs. For a long time, however, the France served as a backdrop for advertisers whereas today, it has become the main subject of their speeches. It’s a recent phenomenon, not yet overwhelming, but important enough to persuade me to write a book about it. This movement is already very present in UNITED STATES and it is starting to grow in our country.
IN: Which brands have started to privatize the national narrative to promote themselves?
R. L. : I expected to come across public sector brands like Air France or the SNCF but in reality, the first major campaign that promoted French values was launched by… McDonald’s in reaction to the dismantling of his restaurant in Millau par Jose Bova in 1999. This event was taken very seriously by the managers at the group’s headquarters. They had the feeling that the American transplant was being rejected by the French. They then had a defensive reaction which consisted of proposing a strategy of integration into French society. It all started with their brilliant advertisement “Born in the United States, made in France” in which a caricatured American made fun of the characteristics of French burgers.
This campaign became the heart of the group’s strategy which then launched the McCaféthe McBaguette and table service. Toyota followed suit following the opening in 1997 of its factory in Valenciennes. The Japanese manufacturer has shown itself to be more patriotic than the French themselves by proclaiming its attachment to France. One of his spots even imitated the Marseillaise with noises recorded on its assembly lines.
IN: when did French brands start to follow in the footsteps of these foreign advertisers?
R. L. : we are starting to see more and more French brands seizing the national narrative in their . The last campaign of the Lotery titled “And see France win” plays on this board like Renault Who boasts the location of the production of its electric vehicles in Douai, Maubeuge and Ruitz in order to promote one’s belonging to a territory, and more broadly to a culture and a history.
An investigation of the Jean Jaurès Foundation carried out by theIfop reveals that two-thirds of French people say they are more likely to buy a brand that tells them a national story.
IN: how do you explain this shift?
R. L. : three main reasons explain this phenomenon. First of all, we must recognize that these advertisements work. An investigation of the Jean Jaurès Foundation carried out by theIfop reveals that two-thirds of French people say they are more likely to buy a brand that tells them a national story. Patriotism has also become a subject for justifying capitalism. Businesses are often seen as actors in an economic system that increases disparities and destroys the environment. Over the last ten years, they have focused their speeches on their commitments and their reason for being and today the patriotic speech is a way of affirming their positive role in society. This privatization of the national discourse finally responds to an unsatisfied need for France. More than half (56%) of French people believe that « today, no one thrills me anymore by talking about Franceand I regret it » (this rate even reaches 72% among the working classes). When they are asked to choose who, from a list of ten types of actors (writers, artists, politicians, brands, etc.), best tells the story France today (its ideals, its values), their first answer is “no one” and politicians come at the back of the pack with barely 11% of respondents who judge that they are capable of being the spokesperson for the country and its inhabitants.
a real politicization of brands that talk about France without acronyms, without language elements, without portmanteau words but with metaphors, images and sensations that speak to as many people as possible
IN: why do brands manage to better embody the country and its values?
R. L. : we see a real politicization of brands that talk about France without acronyms, without language elements, without portmanteau words but with metaphors, images and sensations that speak to as many people as possible. They are considered more effective and exciting than politicians in telling the story. France. They highlight what brings us together as illustrated by the campaign RTL “what brings us together is stronger than what separates us” while politicians tend to point out our differences with their pessimistic and declinist speeches around the theme of “it was better before”. Brands are modernizing the discourse on France and make politicians’ messages outdated.
IN: Do you think we’ll see more and more brands seizing the national narrative to promote themselves?
R. L. : I’m betting on it. There will be more and more brands talking about France because consumers demand it and politicians have abandoned this theme. They have a boulevard in front of them. Patriotism has become mainstream even though it was taboo in the past.
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