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- Title
L'ordre social dans les représentations promotionnelles de la Banque d'Épargne, diffusées sous l'égide de la Société Saint-Jean-Baptiste de Montréal entre 1924 et 1946.
- Authors
Hazan, Olga
- Abstract
Observing jointly artistic as well as advertising compositions, this study reveals their efficiency in the hands of two powerful organizations, the Société Saint-Jean-Baptiste which circulated them, and the Banque d'Épargne which subsidised them. These compositions include: Jean-Baptiste Lagacé's watercolours that were used as models to build the allegorical floats of the St-John the Baptist parade from 1924 to 1946 - an object of considerable patrimonial importance to which scholars have access only since 2015 -, and advertising images created for the Banque d'Épargne and published by the Société Saint-Jean-Baptiste in La Revue nationale and in the parades' annual programs. Whether these images are art works or advertisements, whether their subjects are religious or profane, and whether they take a popular or a knowledgeable form, their rhetoric remains instructive. While Lagacé's watercolours, despite their didactic aspect, promote a positive image of women, the advertisements for the Banque d'Épargne reveal a strong contrast between their positive and dynamic message which promotes progress, modernity and the recognition of women, and the fixed layout in which this message is inscribed. Except in one case, these advertisements show the Banque d'Épargne as regulating a rigid social body where each individual has to remain in his or her assigned place.
- Subjects
QUEBEC (Province); FETE Nationale du Quebec (Holiday); FEDERATION nationale Saint-Jean Baptiste; HOLIDAYS; JOHN the Baptist's Day; SOCIAL order; SAVINGS banks; TWENTIETH century; HISTORY
- Publication
Historical Studies, 2016, Vol 82, p15
- ISSN
1193-1981
- Publication type
Article
- DOI
10.7202/1037344ar