French Advertising

Posted July 29, 1999 at 2:18 am

Perhaps the only thing smaller than the typical French automobile is the typical French sense of prudery. Interestingly enough, one could accurately say the complete converse about Americans: the size of the average American’s car is eclipsed only the extent of his puritanism.What do I mean, exactly? Let’s examine this advertisement that I noticed on the side of a bus terminal. Next to a picture of a bare-breasted woman is printed the slogan “I am delicious and so is my jam.” Now, coming from the United States, I’m used to seeing advertisements that use sex to sell beer, cars, perfume, and even computers… but condiments? And that slogan? I suppose that the ad is less shocking when you’re accustomed to seeing topless women on daytime television.

Ah, France. I should have expected nothing less from a country in which even the roadside truck stop gas station restrooms have Eau de Cologne dispensers.