‘I’m only here for the beer’: post-tourism and the recycling of French heritage films

When is Provence, favoured holiday destination for both the French and British, not Provence, but a heavily mediated cultural appropriation by the British of something which is no longer a topographical space, but a fantasy? The answer lies in the twin manifestations of French heritage films and British advertisements for lager in which, paradoxically, not a word of English is spoken.