99 Francs / 14,99 Euros
(Frédéric Beigbeder)
The very novel that has revealed an outrageous author who was already worthy of the public?s greatest interest for his previous writings: A Disturbed Young Man?s Memoirs, Holiday Into Coma, Love Lasts for Three Years, Short Stories on E are indeed books written in a unique style, which can be defined as Beigbederian. Books like a saga, echoing each other, to be read in order or at random, and to be devoured unconditionally. In 99 Francs (published in 2001 by Grasset, entitled 14,99 Euros since 2002), Octave the narrator and Frédéric the author are mistaken for one another within the ruthless world they share: advertising business. Or rather, the world they did share until the book achieved its colossal success, which permanently banned its author and copywriting detractor. F.Beigbeder signed slogans which have become mottos in France. The book?s release, and the author?s rise to the heights of glory and fame is far enough for Young & Rubicam (the prestigious Advertising Company) to dismiss him. Fair enough, for the book will be sold in 400.000 copies in France before it is translated. Obviously, and for many other reasons, the book is a literary gem, narcissistic and of this very age: ?I?m writing this book to get fired,? the author declares. Throughout Octave?s adventures, hype parties and hangover mornings, easy girls and complicated affairs, bluffed clients and botched up contracts, nothing is missing: rough and naked advertising business is conveyed through a cynical vision, that of a man bored with contenting the mass with useless ideas. When you read 99 Francs, you never happen to watch TV ads as you used to, and you definitely become more lenient towards this extravagant Beigbeder character, incidentally but always lavishly featured on French TV shows. He keeps on writing books that are worth the money too: Last Stocklist Before Liquidation, Windows on the World, The Selfish Romantic. 99 Francs will soon be a film, so read it first!
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