In France and Spain, reading on campaign

Comparative analysis of two campaigns for reading : Vive leyendo in 1984 in Spain, Un livre et tu vis plus fort in 1985 in France. Both departments have called on advertising agencies. In Spain, the campaign was led through posters and cartoons in order to remove reading from its pedestal and make it funny. In France, the main line was the testimony. Here the result of the campaign is quite different : though everyone finds reading pleasant, it remains an important action and the book is still a noble object. If the impact of the campaign has not been very strong, the public image of the two authorities has nevertheless been enhanced.