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Les insertions de produits et de marques dans le cinéma français contemporain : Du filmique au cinématographique

Abstract : The world of advertising is often enmeshed with that of the cinema. Products and brands are totally part of French movies basically known as product placement or brand placement. Our thesis examines this phenomenon that cannot be denied, precisely because those two entities are built into each other. Advertisements have been present in films since the creation of motion pictures in 1895 and thus have accidentally merged into shaping the cinema as it is. For more than a century, movie directors have been staging products and brands within their films. They have thus legitimized the practice and its interest. Beyond the marketing, selling and economical aspects of such technique, we examine the role and efficiency of the insertion of advertising into the process of film making. Starting from the analysis of interviews with French directors and a close study of their movies, we demonstrate that movie directors do have this advertising technique in mind and are fully aware of the process they master. One cannot deny that products and brands have a decisive significance; they play a definite part in the construction of the diegetic universe of fiction characters and film narrative. We have established a typology of the diegetic function of in-film advertisings ; it allows us to establish that they are a fundamental cinematographic characteristic. As a conclusion to this study, we have worked out an original definition of what the insertion of products and brands actually means to filmic art.
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Delphine Le Nozach. Les insertions de produits et de marques dans le cinéma français contemporain : Du filmique au cinématographique. Sciences de l'information et de la communication. Université Nancy 2, 2010. Français. ⟨NNT : 2010NAN21013⟩. ⟨tel-01748898⟩

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