by Claude Bonnange, Chantal Thomas · Seuil · ISBN 9782020095488
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«Don Juan ou Pavlov» is the essay on advertising communication by Claude Bonnange and Chantal Thomas, published by Seuil (185 pages, in French).
The essay rejects reducing advertising to a theory and understands it as communication. With Paul Watzlawick and the Palo Alto group, it holds that every message has content and modifies the relationship between those communicating; without that relationship, it does not work. It proposes strategic inventiveness based on differences to be creative before creating.
Originally published in 1987; includes bibliography. The cover bears the Points Essais imprint.
Aimed at advertising and marketing professionals, and readers interested in communication theories.
Chantal Thomas is a French writer and historian. Her 2002 book, Farewell, My Queen, won the Prix Femina and was adapted into a 2012 film starring Diane Kruger and Léa Seydoux.
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