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A criticism of ostentation applied to luxury brands.

Academic research

A criticism of ostentation applied to luxury brands

Selvane Mohandas du Ménil —

The start of the 2003 school year in France was marked by the unexpected eruption of anti-advertising militants. The scribbling and parodying of the billboards of big-name brands engendered a lot of confusion but also revealed a large underground phenomenon to the general public, one that called into question the accepted omnipresence of brands in the social space, a presence seen by some as an infringement of individual freedom and which participates in the total saturation of the life-space of the citizen- consumer.

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