"99 Francs" is a satirical novel by Frédéric Beigbeder that critiques consumerism and the advertising industry. The story revolves around Octave, a disillusioned advertising executive who becomes increasingly jaded with his life and the world around him. As he navigates the superficiality of the industry, his reflections reveal the emptiness of a lifestyle consumed by wealth and materialism.
The plot delves deep into Octave's struggles with his identity and purpose, making it clear that the pursuit of money and success leads to a profound sense of dissatisfaction. His experiences highlight the ethical dilemmas that arise within advertising, where selling a product often outweighs the moral implications of the message being conveyed.