Bonté Gracieuse! 

Mary Beard

When René Goscinny, the creator of Astérix, died in 1977, it was, in the words of one French obituary, ‘as if the Eiffel Tower had fallen down’. The cartoon adventures of the plucky little Gaul holding out against Roman conquest (with the help of a magic potion that could confer a few minutes’ irresistible strength at a single gulp) were as much a defining part of French cultural identity as the most distinctive monument on the Paris skyline. A national survey in 1969 suggested that two-thirds of the population had read at least one of the Astérix books; and by the time of Goscinny’s death total sales in France are said to have amounted to more than 55 million copies, putting Astérix substantially ahead of his main (Belgian) rival, Tintin. The first French space satellite, launched in 1965, was named in his honour (the US later matched this with spaceships called Charlie Brown and Snoopy). There was also, predictably, a more mundane range of Astérix spin-offs, from mustard to washing powder, that flooded the French market in the 1960s and 1970s. The story goes that Goscinny’s partner, Albert Uderzo, once saw three advertisements side by side on a Métro station, for three completely different products each endorsed with equal enthusiasm by Astérix and his cartoon comrades. From then on, they put much tighter limits on the products they would allow their hero to advertise.

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