par Pouillard, Véronique 
Référence Revue du Nord, 387, page (967-980+993-994+988+999)
Publication Publié, 2010-10
Référence Revue du Nord, 387, page (967-980+993-994+988+999)
Publication Publié, 2010-10
Article révisé par les pairs
| Résumé : | Created in 1933 as the first off-shore radio station broadcasting in the direction of the French territory, then launching its first TV programs in 1955, RTL illustrates, in the area of culture, the importance of the cross-border dimension. Its advertising programs are managed by Information et Publicité, a subsidiary of the Havas Agency that settled in Brussels in 1867 and has since become the undisputed leader of the industry. As RTL is listened over a wide area of space that covers a large part of North-Western Europe, Great-Britain included, the people in charge of designing the commercials are prompted, already in the inter-war period, to reflect on the problems raised by the segmentation of the market and the diversity of languages, tastes and consuming habits of their listeners first, then of their viewers. In this area, the reference to America, inescapable though it was, did not bar them from developing original solutions, on a transnational scale. |
