National school of photography
Under the supervision of Nicolas Giraud.
Written on the basis of interviews conducted with:
Étienne Hervy, Benoît Luisière, Vincent Perrottet,
Vivien Philizot and David Poullard.
Special mention of the jury for the quality of the thesis.
We are immersed in a world of “seeing”. A world of signs that is full of images and texts. And today even more: we are invited to see and read constantly. Advertising imagery, developed in the United States in the 1960s, particularly with the decorated shed, has since spread to Europe and France. The challenge of this reflection is to approach the “seeing” through advertising imagery and to question the relationship we have with it. Can its presence, in and around the city, be questioned? Is it possible to conceive our urban environment differently? How far can we become an actor in this public space? Are we reduced to a status of spectator-consumer waiting for will? Can we question the “seeing” in its relation to our everyday environment? Do we understand what we see? Do we have to? Or, is it necessary? If yes, how? Where is the boundary between “seeing” and “watching”? Who or what governs the “seeing”? Who are the actors in this landscape today? Who are these sign makers or sign diffusers? Can we learn new “ways of seeing”?