Escaping the everyday: The Loi Évin’s paradoxical sanctioning of appeals to travel and intoxication

Robert, J

Escaping the everyday: The Loi Évin’s paradoxical sanctioning of appeals to travel and intoxication

Robert, J

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Publication Type:: Journal Article
Citation:: French Cultural Studies, 2018, 29 (1), pp. 79 - 92
Issue Date:: 2018-02-01

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Field	Value	Language
dc.contributor.author	Robert, J https://orcid.org/0000-0001-6852-2137	en_US
dc.date.available	2020-05-25T19:06:38Z
dc.date.issued	2018-02-01	en_US
dc.identifier.citation	French Cultural Studies, 2018, 29 (1), pp. 79 - 92	en_US
dc.identifier.issn	0957-1558	en_US
dc.identifier.uri	http://hdl.handle.net/10453/121704
dc.description.abstract	© 2017, © The Author(s) 2017. Although designed to mitigate the normalising role that advertising can have on alcohol consumption, France’s Loi Évin (1991) has unwittingly channelled advertisers into reinforcing the link between their products and escapist pursuits. Where contemporary concerns about alcohol consumption in France have themselves been influenced by global trends in public health and alcohol studies, they revolve around the adoption of perceived ‘foreign’ drinking cultures, notably an embrace of drinking as a marker of leisure time and binge-drinking. Advertising strategies have accordingly countered by accentuating both leisure, in the form of travel, and intoxication. A visual semiotic analysis of recent French advertising campaigns for spirits and beer reveals layered signification of escapist themes, all in defiance of the spirit but not the letter of the Loi Évin.	en_US
dc.relation.ispartof	French Cultural Studies	en_US
dc.relation.isbasedon	10.1177/0957155817738674	en_US
dc.subject.classification	Cultural Studies	en_US
dc.title	Escaping the everyday: The Loi Évin’s paradoxical sanctioning of appeals to travel and intoxication	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	29	en_US
utslib.for	2005 Literary Studies	en_US
utslib.for	2202 History and Philosophy of Specific Fields	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/e-Press
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/FASS Faculty Administration
utslib.copyright.status	open_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	29	en_US

Abstract:

© 2017, © The Author(s) 2017. Although designed to mitigate the normalising role that advertising can have on alcohol consumption, France’s Loi Évin (1991) has unwittingly channelled advertisers into reinforcing the link between their products and escapist pursuits. Where contemporary concerns about alcohol consumption in France have themselves been influenced by global trends in public health and alcohol studies, they revolve around the adoption of perceived ‘foreign’ drinking cultures, notably an embrace of drinking as a marker of leisure time and binge-drinking. Advertising strategies have accordingly countered by accentuating both leisure, in the form of travel, and intoxication. A visual semiotic analysis of recent French advertising campaigns for spirits and beer reveals layered signification of escapist themes, all in defiance of the spirit but not the letter of the Loi Évin.

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http://hdl.handle.net/10453/121704