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Véronique Pouillard
Impact and limits of US advertising practice : ad agencies in Belgium between the Wars
Le Temps des médias n°2, printemps 2004, p.49-58.Advertising was considered to be an American profession by most Belgian admen during the 1920s and 1930s. Strong external influences led advertising technicians to develop their know-how and to adopt international standards. However, during the 1930s economic depression, some of them questioned the extent of U.S. influence. Focused more on a distinctive national identity and saw French “savoir-faire†as an alternative to U.S. practice.
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