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3564.
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3565.More information
To illustrate the viability of the socio-anthropological theory proposed by Georges Auclair and his successors, the author proposes to analyze the case of the saga of the Lavigueur family who in 1986 won a Lotto 6/49 jackpot. For this, he conducts a simple semic analysis on a body of articles, cartoons and television productions at two different moments; one, the moment when the family won the Lotto 6/49 jackpot until the announcement of the purchase of their home on Île-aux-Pruches; and two, the broadcasting of the television series Les Lavigueur, la vraie histoire. The analysis revealed that various facts surrounding the Lavigueur family had been reframed with the purpose of scaring Quebecers into abstaining from buying lottery tickets or engaging in gambling in general. By stigmatizing the Lavigueurs, journalists, cartoonists and television producers entrenched the idea that the lottery is an evil force that can not only transform human nature but also expose it out in the open. By way of this latter aspect, Quebecers were then confronted with a caricature of themselves.
Keywords: Lavigueur, faits divers, Georges Auclair, jeux de hasard et d'argent, comportements à faible risque, stigmatisation, Lavigueur, miscellaneous, Georges Auclair, gambling and money, low-risk behaviour, stigmatization
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3566.More information
Although hardly studied to date, the publicities of the main newspapers reflect the complexity of a major phenomenon of the 20th century: the formation and definition of the middle class. Based on the analysis of ads published in two Montreal dailies between 1920 and 1970, this article demonstrates the defining characteristics and aspirations attributed to the middle class in publicity. The notion of social success changed during these decades. For example, in the inter-war period, the ads were modelled after the way of life of the upper class, and in the post-war period, after the lifestyle of salaried employees living in affluent suburbs. However, for the entire period studied, the place of middle-class women was depicted as being in the domestic realm and that of men in the public arena. The study also showed that some local advertisers fine-tuned their marketing strategies to the Montreal sociocultural context.
Keywords: récit publicitaire, classe moyenne, représentation identitaire, presse quotidienne, 20e siècle, advertising, middle class, defining characteristics, daily newspaper, 20th century
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3567.
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3568.
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3569.
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3570.