A significant but largely unremarked aspect of recent social change in Quebec - the striking transformation of the advertising industry in that province - under the impact of the Quiet Revolution - is here examined for the first time in depth. The change dates from the early 1960s, when an industry in which English Canadians had long held most of the positions of responsibility, and Quebecois rarely advanced beyond the level of translators and clerks, first experienced the growing public demand that Quebec institutions should express a distinctive French-Canadian culture. Professor Elkin analyses and documents the subsequent developments, in particular the increasingly successful fight by French Canadians in advertising to gain more important decision-making roles in the profession. Personal resentment, professional concern, and the new spirit of nationalism are all shown to have played a part in the activities of the French. The reactions of their English colleagues are explored as well. The study includes material on the changing advertising themes in the mass media, the growth of a French-Canadian professional association, improved language adaptations, the development of independent French-Canadian advertising agencies, and on the role, in the dynamic events of the decade, of the "new middle class" advertising men. The final chapters go beyond a discussion of advertising to offer a contribution to a wider knowledge of occupations, ethnic groups, and social change. Two general models of a subordinate ethnic group in upsurge are presented-one dealing with the dilemmas and choices of the members of an occupation and the other with the reaction against the increasing cultural influence from the dominant group.
Publisher: McGill-Queen's University Press ISBN: 9780773501355 Number of pages: 240 Weight: 517 g Dimensions: 229 x 152 x 18 mm
Simply reserve online and pay at the counter when you collect.
Available in shop from just two hours, subject to availability.
Thank you for your reservation
Your order is now being processed and we have sent a confirmation email to you at
This item can be requested from the shops shown below. If this item isn't available to be reserved nearby, add the item to your basket instead and select 'Deliver to my local shop' at the checkout, to be able to collect it from there at a later date.
When will my order be ready to collect?
Following the initial email, you will be contacted by the shop to confirm that your item is available for collection.
Call us on or send us an email at
Unfortunately there has been a problem with your order
Please try again or alternatively you can contact your chosen shop on or send us an email at