France has a history of romanticism, philosophy, and
embracing culture such as the arts. For example, in the reading about Colbert
(The Minister of Finance under King Louis XIV), the author states that: “The
Academy of Painting and Sculpture, The Academy of Architecture, The Academy of
Inscriptions, the Academy of Music, and the School at Rome were expected to
establish higher standards of instruction and taste.” This was Colbert’s way of
re-branding and innovating France at the time, as these programs were intended
to provide a lavish and luxurious way of living for the people. Everyone would
be equipped with these one of a kind and tasteful talents and skills.
“France’s national image was the product of a collaboration
between a king with a vision and some of the most brilliant artists, artisans,
and craftspeople of all time” (DeJean Joan).
Today, the people of France continue to play by these
strengths and take pride in their history in order to continue to brand
themselves, building France’s reputation as the destination for romance, art,
fashion, cuisine, and more. I think that the French government planning is
strongest in tourism. In 2012, France was the #1 destination for international
tourist arrivals (Gouvernment.fr). The government and industry take value in
their efforts to preserve/globalize famous landmarks, art pieces, and
architecture such as the Eiffel Tower, Mona Lisa, and the Louvre, the first
things that come in mind when thinking about the country. Millions crowd around
these pieces and buildings each year to experience the once in a lifetime
opportunity. The fashion industry is also highly regarded there, giving off
auras of luxury, chic, and attitude. Paris holds huge annual fashion events,
welcoming the biggest celebrities to show off their most expensive and flashy
brand names (Louis Vuitton, Dior, Chanel). Furthermore, people think of France
when planning destination weddings, because that is the place where romance and
passion seem to come alive and to thrive. French is also portrayed as one of
the most romantic and graceful languages in the world, thanks to the industry
efforts in branding and glorifying French people. (Hollywood also participates
in France’s branding – creating idealistic, cheesy love stories that can
“happen to anyone” such as the overplayed marriage proposal that takes place in
front of the Eiffel Tower, etc).
http://www.entreprises.gouv.fr/files/files/directions_services/etudes-et-statistiques/stats-tourisme/chiffres-cles/chiffres_cles13_gb.pdf
http://www.taste-fulltours.com/wp-content/uploads/2013/01/bampw-couple-france-love-paris-Favim.com-117486.jpg
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