Exhibition “Enfants de la Réclame ! A short history of children’s advertising”.

(Re)immerse yourself in the advertising world of childhood!
Anchored in the collective imagination, they are emblematic of the consumer society. Although the first advertisements date back to the 1830s, the visual revolution took place at the end of the 19th century, with the advent of new reproduction techniques. Illustrations of children were quickly used for advertising, conveying stereotyped images, from the tender baby associated with the mother figure for baby food, to the greedy child for confectionery.
A commercial strategy is developed to reach the young public: games, advertising products, school materials covered in slogans. Some ads feature children promoting products that are dangerous to health, such as cigarettes or alcohol. From the 1980s onwards, regulations began to regulate the representation of children in advertising.
Through a series of images, decorative objects and illustrations from before the 1990s, the exhibition transcribes the colorful and eclectic world of advertising, while examining representations of children and the issues involved. The playful, overflowing scenography bears witness to the past and present overabundance of advertising messages.
Finally, special attention is paid to young audiences, with a family trail, a games area in the center of the exhibition, and an educational kit for schoolchildren.
A 15-minute film produced by the Maison de la Pub in Paris also features ads from the 1950s to the end of the 1990s: this is an exhibition not to be missed!

Spoken languages

• French

Themes

• Visual/graphic arts
• Human and social sciences
• Industry