The Worms Turn: 1962–72

in We'll Always Have Paris

Published by University of Chicago Press

Published in print December 2004 | ISBN: 9780226473789
Published online March 2013 | e-ISBN: 9780226473802 | DOI:
The Worms Turn: 1962–72

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  • History of the Americas


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The Marshall Plan had encouraged French businessmen to adopt American management techniques and use advertising to create mass markets. By 1950, the country noted for backward looking peasants and penny-pinching small shopkeepers was boasting of technologically advanced industries turning out mass-produced consumer goods for a growing consumer market. The impressive increase in the number of American tourists able to travel to Europe, plus the fact that they were the most free spending of the foreign visitors in France, made them the prime targets for the French modernizers. The technocrats also tried to bring France's aging hotels up to American standards. Also, there was not much to attract tourists in the French “New Wave” films of the 1960s.

Keywords: Marshall Plan; French businessmen; American management techniques; advertising; American tourists

Chapter.  8397 words. 

Subjects: History of the Americas

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