1930-40: Icons and maxims

In the early 30s, advertising takes shape as a profession. Agencies survey consumers and design campaigns targeted to specific audiences. The De Plas Agency, among the most creative of the day, fashions the decade's campaigns under its own signature. Perrier's messages centre on thirst, sports and the "champagne of table water". Advertisements are refined, produced by the great illustrators (Domergue, Libis, Luc-Albert Moreau, Dubout) and writers (Colette, Valéry, Giono, Curnonsky) of the inter-war period.