This article deals with the evolutions of political communication in France from the end of the Second World War to nowadays. French politics adapted earlier to the new means of political marketing than the Italian one. Personalisation and use of polls and communication advisers became widespread during the 1960-70s. However, because of a more restrictive legislation for campaigns, political marketing seems to decline from the 1980s. However, as in Italy, French politics has been transformed by the growing importance of celebrity politics and entertainment in media coverage.
Keywords: Political communication; French politics; media; political marketing; opinion polls.