Article
French
ID: <
10670/1.yxi9sv>
Abstract
`titrebFrom public scorn to academic recognition`/titrebThis paper aims at releasing advertising from its bad reputation as low culture, subculture or mass culture, as opposed to the nobility of arts, and humanities. As the digital age favors the hybrid and unseizable nature of ads, public despise may be amplified. Yet advertising can not help borrowing its forms and references from fine arts and valued cultures. The image of advertsing has thus gradually evolved from scorn to legitimacy. Tracing their origins and tracking the manufacturers of advertisements will then help us to understand this process of social and cultural recognition. Through this essay of sociological history, we will eventually try to explain the increasing interest from scholars for what is seen as a new research object full of challenges. The emergence of advertising studies as a specific academic field implies a cross-disciplinary approach and requires digital literacies.