Advertising art theory - conceptual and institutional research on the creation of the Publicity Museum in France in the 1980s

19世纪末，法国海报的“高度艺术性”已为公众和学术评论界所深刻欣赏。1978年，法国海报博物馆的成立帮助当代法国社会巩固了这一观点。1982年，随着国内多媒体宣传行业的发展，宣传博物馆的更名反映了人们对海报这种“初级”价值的认识相对下降。从1981年开始，由法国社会主义政府文化事务部长杰克·朗（Jack Lang）领导的一项新的文化政策导致了海报博物馆的重组，其目的不仅是促进工业创作，还包括当时被认为“次要”的文化和艺术领域。

At the end of the 19th century, "the highly artistic quality" of French posters had come to be deeply appreciated by the public and in academic-critical circles. In 1978, the creation of the Poster Museum in France helped contemporary French society solidified this view. In 1982, the change of name to the Publicity Museum reflected a relative decline in the perception of this "primary" value of posters in parallel with the growth of domestic multimedia-publicity industries. From 1981, a new cultural policy led by Jack Lang, Minister for Cultural Affairs of the French socialist Government, led to this reorganization of the Poster Museum, with the intention of promoting not only industrial creations, but also cultural and artistic fields judged to be of "minor" importance up until then.