Le slogan publicitaire des années 1990-1992

Résumé (en anglais)

During a previous examination of advertisements published in French magazines issued during the first decade of the 21st century, the author stated that slogans used to exhibit the following traits: they were more precise and less creative; that brand was more important than the product name and it was the brand that sold the product; reading was less important than images and general culture not a desirable trait. This article aims at proving these statements and at discovering the characteristics of slogans published from 1990 to 1992, namely: the slogan was less precise and more creative; the product name sold the product; reading was a favorite activity and general culture, a desirable trait.