NASTANAK I RAZVITAK RADIJSKOG EMITOVANJA U FRANCUSKOJ SA POSEBNIM OSVRTOM NA RADIJSKO OGLAŠAVANjE

Abstract

In this paper, the author gives a brief overview of the origin and development of radio in France, as well as the origin and development of radio marketing. Created near the end of the 19th century, radio experienced expansion in the true sense of the word in the 20th century. After the end of the First World War, when it was used for military purposes, radio began to be used as a public media outlet in the twenties of the 20th century. Numerous public and private stations are opening, and the radio audience is growing rapidly. In order to finance private radio stations, a whole new area of radio marketing emerged. Radio proved to be a very suitable medium for advertising, and the growing radio audience meant expanding the circle of potential consumers of advertised goods. During the Second World War, the state assumed a monopoly over radio broadcasting, and this practice continued even after liberation. Until 1981, it was not possible to establish private radio stations in France. The second half of the 20th century and the 21st century in France were marked by the state's efforts to introduce various prohibitions in the field of marketing so that the population would not be encouraged to buy products harmful to health, such as alcoholic beverages and tobacco products.