Please use this identifier to cite or link to this item: http://hdl.handle.net/2445/126382
Title: The Forgotten Years of Bibendum. Michelin’s American Period in Milltown: Design, Illustration and Advertising by Pioneer Tire Companies (1900-1930)
Author: Medrano-Bigas, Pau
Keywords: Arts decoratives
Publicitat
Història de la tecnologia
Història del disseny
Decorative arts
Advertising
History of technology
Design history
Issue Date: Nov-2018
Abstract: During the first decade of the 20th century, the Michelin tire company began a process of internationalization. Subsidiaries were established in the heart of the main markets: those of the UK (London from 1905), Italy (with a factory in Turin, active from 1907) and finally in the United States (in Milltown, New Jersey, in operation from 1908). The firm’s efforts within the advertising field are an integral part of the European history of graphic design and poster art, also contributing to the fame of those artists who started the movement. This was particularly so in the case of the company’s mascot BIBENDUM, which, more than a century after his creation in 1898, is still the company’s iconic symbol. But if the Michelin Company’s history in France is well known, the researchers are very interested in the company’s almost 24 year presence in the United States (1907-1930), particularly the strategies developed in the field of advertising and graphics that have been completely ignored up to now. What were the main features of this advertising strategy and how did it differ from those that were being used by the firm in Europe at the time? To answer this question, this research work first aims to reconstruct the history of American business and its links with the parent policies. To analyze these advertising strategies, the author needed to have in-depth knowledge of the reality of cultural norms, historical events, social, technological developments and commercial competition. Collecting, classifying and analyzing these advertising campaigns have helped with the understanding of the contributions of different directives, advertising agents, art directors, designers, illustrators and graphic artists who participated in the creative process of those elements which forged the identity of the company. The author shows how the managers had to deal with American behavioral patterns to successfully adapt their advertising campaigns. Therefore this thesis research goes beyond a study of Michelin advertising graphics or strategies. For the first time the history of Michelin’s early presence in North America is established, addressing both social and economic issues. It also provides extensive information on Michelin’s competitors in Europe (like Dunlop, Continental, Pirelli, Bergougnan, Prowodnik, Goodrich and many others).
Note: - The present edition of this Thesis dissertation in the translated English version (2018) has been made possible thanks to the unconditional support of the prominent philanthropist Bruce T. Halle, successful businessman and founder and owner of Discount Tire Co., the largest independent tire dealer in North America. Mr. Halle also stands out as an art collector, highlighting The Collection of Discount Tire which comprises the most important collection of Art Nouveau lithographic posters dedicated to tire advertising. Most of these impressive posters hang on the walls of the Discount Tire headquarters in Scottsdale, Arizona. Unfortunately, Mr. Halle passed away earlier this year. I truly regret not having been able to present this project to him in person which was made possible by his generosity.
- The translation process has been directly established and coordinated from Scottsdale by Susan Driver, Art Historian and curator of the Collection of Discount Tire and author of the book Posters from the Collection of Discount Tire (2007). It has been a pleasure to work with her, and her vast knowledge on the subject, her professionalism and enthusiasm have allowed the entire project to flow smoothly from its inception to its realization. Thank you, Susan!
- Of course, I must highlight the professional work and enthusiasm invested in the project by the translator Joy Ngo, who resides between Barcelona and the United States, academic researcher and teacher of nutrition and dietetics and author of various scientific publications in the field of public health nutrition. Her comments and contributions during the translation and adaptation process has helped to enhance the comprehension of the original text. Moltes gràcies Joy!
[Translated English Edition, 2018]. Doctoral dissertation "Los años olvidados de Bibendum. La etapa americana de Michelin en Milltown. Diseño, ilustración y publicidad en las compañías del neumático (1900-1930)" submitted by Pau Medrano-Bigas. Supervisor: Dr. Anna Calvera Sagué. Department of Image and Design. Sant Jordi Faculty of Fine Arts. University of Barcelona. Barcelona, 2015. [http://hdl.handle.net/2445/66327]
Related resource: http://hdl.handle.net/2445/66327
URI: http://hdl.handle.net/2445/126382
Appears in Collections:Documents de treball / Informes (Arts Visuals i Disseny)

Files in This Item:
File Description SizeFormat 
01.pdfVol. 1 - FRONT MATTER298.13 kBAdobe PDFView/Open
02.pdfVol. 1 - INTRODUCTION - pp. 1-101.41 MBAdobe PDFView/Open
03.pdfVol. 1 - CONCLUSIONS - pp. 11-34120.3 kBAdobe PDFView/Open
04.pdfVol. 1 - BIBLIOGRAPHY - pp. 35-4477.69 kBAdobe PDFView/Open
05.pdfVol. 1 - IMAGE CREDITS - pp. 45-4856 kBAdobe PDFView/Open
06A.pdfVol. 1 - Chapter 01 - THE CONCEPTION OF MASCOTS - pp. 49-1348.99 MBAdobe PDFView/Open
06B.pdfVol. 1 - Chapter 01 - THE CONCEPTION OF MASCOTS - pp. 135-1789.65 MBAdobe PDFView/Open
07A.pdfVol. 1 - Chapter 02 - THE BIRTH OF BIBENDUM - pp. 179-2569.88 MBAdobe PDFView/Open
07B.pdfVol. 1 - Chapter 02 - THE BIRTH OF BIBENDUM - pp. 257-31210.6 MBAdobe PDFView/Open
08.pdfVol. 1 - Chapter 03 - DECONSTRUCTING BIBENDUM - pp. 313-3609.21 MBAdobe PDFView/Open
09.pdfVol. 1 - BACK MATTER515.76 kBAdobe PDFView/Open
10.pdfVol. 2 - FRONT MATTER137.32 kBAdobe PDFView/Open
11.pdfVol. 2 - Chapter 04 - THE RUBBER INDUSTRY IN NJ - pp. 361-3902.34 MBAdobe PDFView/Open
12.pdfVol. 2 - Chapter 05 - IMPORTED AUTOMOBILES - pp. 391-4041.97 MBAdobe PDFView/Open
13.pdfVol. 2 - Chapter 06 - OFFICIAL IMPORT AGENCIES - pp. 405-4344.2 MBAdobe PDFView/Open
14.pdfVol. 2 - Chapter 07 - THE LAUNCH OF THE FACTORY - pp. 435-4826.17 MBAdobe PDFView/Open
15.pdfVol. 2 - Chapter 08 - JULES HAUVETTE-MICHELIN - pp. 483-5141.35 MBAdobe PDFView/Open
16.pdfVol. 2 - Chapter 09 - SOCIAL COHESION - pp. 515-5521.98 MBAdobe PDFView/Open
17.pdfVol. 2 - Chapter 10 - THE COMMERCIAL NETWORK - pp. 553-6023.49 MBAdobe PDFView/Open
18A.pdfVol. 2 - Chapter 11 - TECHNOLOGICAL BATTLES (1910-1915) - pp. 603-6649.85 MBAdobe PDFView/Open
18B.pdfVol. 2 - Chapter 11 - TECHNOLOGICAL BATTLES (1910-1915) - pp. 665-6929.79 MBAdobe PDFView/Open
19A.pdfVol. 2 - Chapter 12 - MICHELIN & WW1 - pp. 693-7569.22 MBAdobe PDFView/Open
19B.pdfVol. 2 - Chapter 12 - MICHELIN & WW1 - pp. 757-7909.79 MBAdobe PDFView/Open
19C.pdfVol. 2 - Chapter 12 - MICHELIN & WW1 - pp. 791-82810.01 MBAdobe PDFView/Open
19D.pdfVol. 2 - Chapter 12 - MICHELIN & WW1 - pp. 829-86410.02 MBAdobe PDFView/Open
20A.pdfVol. 2 - Chapter 13 - MICHELIN DISK WHEEL - pp. 865-9209.84 MBAdobe PDFView/Open
20B.pdfVol. 2 - Chapter 13 - MICHELIN DISK WHEEL - pp. 921-9649.62 MBAdobe PDFView/Open
21.pdfVol. 2 - Chapter 14 - THE CRAZY TWENTIES - pp. 965-103710.14 MBAdobe PDFView/Open
22.pdfVol. 2 - Chapter 15 - THE END OF THE VENTURE - pp. 1039-10946.6 MBAdobe PDFView/Open
23.pdfVol. 2 - BACK MATTER515.76 kBAdobe PDFView/Open
24.pdfVol. 3 - FRONT MATTER131.51 kBAdobe PDFView/Open
25A.pdfVol. 3 - Chapter 16 - RACE & TIRE PROMOTION - pp. 1093-11709.63 MBAdobe PDFView/Open
25B.pdfVol. 3 - Chapter 16 - RACE & TIRE PROMOTION - pp. 1171-12089.84 MBAdobe PDFView/Open
26.pdfVol. 3 - Chapter 17 - PARADES - pp. 1209-12969.66 MBAdobe PDFView/Open
27.pdfVol. 3 - Chapter 18 - ADVERTISING MANAGEMENT - pp. 1297-13101.52 MBAdobe PDFView/Open
28.pdfVol. 3 - Chapter 19 - ADVERTISING EXPENDITURES - pp. 1311-14149.36 MBAdobe PDFView/Open
29A.pdfVol. 3 - Chapter 20 - PRESS ADVERTISING - pp. 1415-146410.03 MBAdobe PDFView/Open
29B.pdfVol. 3 - Chapter 20 - PRESS ADVERTISING - pp. 1465-149810.59 MBAdobe PDFView/Open
29C.pdfVol. 3 - Chapter 20 - PRESS ADVERTISING - pp. 1499-154410.74 MBAdobe PDFView/Open
29D.pdfVol. 3 - Chapter 20 - PRESS ADVERTISING - pp. 1545-160012.65 MBAdobe PDFView/Open
30.pdfVol. 3 - Chapter 21.0 - ILUSTRADORES (Intro) - pp. 1601-160238.86 kBAdobe PDFView/Open
31A.pdfVol. 3 - Chapter 21.1 - ARTHUR N. EDROP - pp. 1603-16708.49 MBAdobe PDFView/Open
31B.pdfVol. 3 - Chapter 21.1 - ARTHUR N. EDROP - pp. 1671-16988.23 MBAdobe PDFView/Open
32A.pdfVol. 3 - Chapter 21.2 - GLUYAS WILLIAMS - pp. 1699-17507.03 MBAdobe PDFView/Open
32B.pdfVol. 3 - Chapter 21.2 - GLUYAS WILLIAMS - pp. 1751-17826.79 MBAdobe PDFView/Open
33A.pdfVol. 3 - Chapter 21.3 - DING DARLING - pp. 1781-18187.99 MBAdobe PDFView/Open
33B.pdfVol. 3 - Chapter 21.3 - DING DARLING - pp. 1819-18447.74 MBAdobe PDFView/Open
34.pdfVol. 3 - BACK MATTER515.76 kBAdobe PDFView/Open
35.pdfVol. 4 - FRONT MATTER131.87 kBAdobe PDFView/Open
36.pdfVol. 4 - Chapter 22 - CUPPLES TIRES - pp. 1847-18966.53 MBAdobe PDFView/Open
37A.pdfVol. 4 - Chapter 23 - FISK TIRES Co - pp. 1897-19809.48 MBAdobe PDFView/Open
37B.pdfVol. 4 - Chapter 23 - FISK TIRES Co - pp. 1981-20589.01 MBAdobe PDFView/Open
37C.pdfVol. 4 - Chapter 23 - FISK TIRES Co - pp. 2059-213811.65 MBAdobe PDFView/Open
38.pdfVol. 4 - Chapter 24 - GILLETTE TIRES - pp. 2139-21786.29 MBAdobe PDFView/Open
39.pdfVol. 4 - Chapter 25 - HOOD TIRES - pp. 2179-22327.79 MBAdobe PDFView/Open
40.pdfVol. 4 - Chapter 26 - INDIA TIRES - pp. 2233-228610.04 MBAdobe PDFView/Open
41.pdfVol. 4 - Chapter 27 - KELLY-TIRES - pp. 2287-23809.99 MBAdobe PDFView/Open
42.pdfVol. 4 - Chapter 28 - LEE TIRES - pp. 2381-244410.71 MBAdobe PDFView/Open
43.pdfVol. 4 - Chapter 29 - MILLER TIRES - pp. 2445-24836.53 MBAdobe PDFView/Open
44.pdfVol. 4 - Chapter 30 - REPUBLIC TIRES - pp. 2485-25163.76 MBAdobe PDFView/Open
45A.pdfVol. 4 - Chapter 31 - FAR WEST TIRES - pp. 2517-25908.69 MBAdobe PDFView/Open
45B.pdfVol. 4 - Chapter 31 - FAR WEST TIRES - pp. 2591-26348.93 MBAdobe PDFView/Open
46.pdfVol. 4 - INDEX OF NAMES - pp. 2635-264282.24 kBAdobe PDFView/Open
47.pdfVol. 4 - BACK MATTER515.76 kBAdobe PDFView/Open


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