While advertisers in America lament TV viewers’ propensity for zipping and zapping commercials, it seems that viewers in France can’t get enough of la publicite – la pub, for short. An article in last week’s International Herald Tribune described the popularity of Culture Pub, a weekly 26-minute show on French TV that presents commercials interspersed with analysis by a couple of erudite commentators. Naturally, there’s a commercial break within the show, and the article says it has become something of a showcase for French advertisers, especially when they want to launch a splashy new campaign. How to explain the popularity of the show? ‘Savvy and sardonic, Culture Pub appeals to the French view of themselves as critics, not targets,’ suggests the article.
Copyright Adweek L.P. (1993)