The Golden Age of Advertising by Thierry Ardisson, with the contribution of Anne Saint-Dreux*, will be on sale in a month, from October 16. A work published by Les Éditions du Rocher, sold for around 18 euros.
Before becoming a television host and producer, Ardisson had an initial career in advertising.
Thierry Ardisson :
“First as a copywriter, at the beginning of the 70s at TBWA, in 1978 I co-founded the Business agency where I invented the famous ultra-short spots: “I have 8 seconds to tell you that Ovomaltine is dynamics”, “When it’s too much, it’s Tropico”, “Lapeyre, there aren’t two”, “Chaussée aux Moines, Amène”…
This stint in advertising taught me commissioned creation and a taste for images, which will be very useful to me on television where I created, among other shows, “Lunettes Noires pour Nuits Blanches”, “Tout le monde en speaks”, “Paris Derniere” or even “93, Faubourg Saint-Honoré”.
Advertising was my great school, my university. In L’Âge d’Or de la Pub, novelization of the documentary co-produced for France 3 with Philippe Thuillier and co-written with Anne Saint Dreux, my ambition is to tell the story of the great years, those when advertising had a weekly on TV, “Culture Pub”, and a festival in Cannes, “Les Lions”, the fruit of incredible creativity! She’s the one we were talking about at the coffee machine…
My other ambition with this book is to explain how it appeals to the consumer. Like a magician revealing his tricks, I illustrate the tricks that work: the slogan, the product speech, the mascot, the gimmick, the music, the big show, the sex appeal, the star, the humor, the demo . My secrets are finally revealed!”
*Anne Saint Dreux founded and directs La Maison de la Pub in Paris.
