Il calendario repubblicano. Per una filosofia pubblicitaria della rivoluzione francese

The republican calendar. For an advertising philosophy of the French revolution. It is known that in the very famous Sémiotique, Marketing et communication. Sous les signes les stratégies (1990), Jean-Marie Floch underlines the importance of the context (social, economic, media) in the realization of the texts. These are very specific cultural objects. It is important to remember that thinking in semiotic terms means being aware that each text is specifically a "strategy". A text is never innocent and, to function as such, it cannot and must not be neutral. It always aims at something and mostly does it without declaring it. Maybe he can accept that he is not understood and approved, but at least he wants to be looked at. This is certainly the philosophy embraced by the deputies of the National Convention. In fact, not only did they proclaim the Republic and abolish the Gregorian calendar (September 22, 1792) - which in itself was already a watershed decision - but they take care to make the French Revolution a recognizable and recognized "brand" first of all from the people. Hence the idea of transferring the values that had nourished it in that interesting case of "institutional branding" which was the printing of a republican calendar.