Abstract
ABSTRACT In the decades following World War II, frozen-food professionals in France attempted to make sense of why their industry was slow to develop compared to other industrialised nations. Drawing on marketing flyers, print and television advertisements, instructional booklets, and articles appearing in the chief trade journal of the period, this paper explores the strategies some of these professionals proposed to promote frozen food in France. I show that what seems to have worked most effectively was counter-intuitively a turn towards French culture, which industry leaders defined as both traditional and modern. This observation, I suggest, not only invites us to reconsider the dichotomy between tradition and modernity, but it also helps to highlight the ways that dichotomy itself is discursively constructed.
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