You are here:

L'Âge d'or de la pub

Name: L'Âge d'or de la pub
Director: Matthieu Jaubert
Released: 2023

Representation Score

4.8/10

Fair

2023

Director

Matthieu Jaubert

Average Rating

No ratings yet

New Showbiz Analysis

Matthieu Jaubert’s documentary serves as a cultural autopsy of French television advertising from 1968 through the late 1990s. By curating nearly 400 clips, the film acts as an archival survey of how mass media shaped social hierarchies and consumerist behaviors. The work primarily preserves traditional frameworks rather than promoting modern inclusive values. It captures the era's reliance on Eurocentric standards and traditional gender roles, providing a visual record of how identity was constructed. Ultimately, the film's value lies in its ability to reveal the systemic norms of the time. It offers a critical lens on how advertising influenced public behavior and shaped the collective memory of the late 20th century.

Watch this, not that →

Category Breakdown

Does L'Âge d'or de la pub have LGBTQ+ representation?

Fair

The film covers a period when media often assumed everyone was straight or cisgender. It reflects the standards of the 1968–1990s era.

How does L'Âge d'or de la pub portray gender?

Fair

The documentary looks at an era where gender roles were very traditional. It shows the tension between using women as objects of sex appeal and later challenging those roles.

How racially and ethnically diverse is L'Âge d'or de la pub?

Limited

The content reflects the lack of diversity in late 20th-century French television. The visual style follows Western and Eurocentric standards of the time.

How does L'Âge d'or de la pub represent religion and culture?

Good

The film explores how big companies shape social behavior. It provides a detailed look at the psychological mechanisms within Western consumer culture.

Does L'Âge d'or de la pub include disability representation?

Minimal

There is no specific information about the representation of disability within the curated advertising clips.

Present on Screen

Provides a sophisticated examination of how advertising shapes social behavior and consumer culture.
Acts as a valuable archival survey of the evolution of French media and societal changes.
Highlights the systemic ways in which identity and social norms were created through mass media.

Limited or Absent

Reflects the demographic homogeneity and Eurocentric standards typical of the historical era.
Depends heavily on traditional gender roles and the assumption that everyone is straight or cisgender.
Lacks specific focus or confirmed representation of disability within the curated clips.

Official Synopsis

55 years ago, on October 1 1968, the first brand advertising spot appeared on the French television screen. Over the next three decades, thousands of creative little films would seduce and build our collective memory. Kitschy or cult spots, humor, slogans, music, stars, gimmicks, grand spectacle or sex appeal: during its golden age, how did advertising convince? Thierry Ardisson has brought together almost 400 advertising clips to relive the era of the conquest of minds and wallets.

How are these scores produced? →