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RESEARCH PRODUCT

Sémiotique, marketing et communication sur une trajectoire modale

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The articulation of the ternary Semiotics, Marketing and Communication, is forever attached to the memory of Jean-Marie Floch and his eponymous work (1990). If it was necessary to trace the filiation, Georges Péninou also laid solid foundations for applied semiotics. His Intelligence de la publicité (1972) illustrates both the confluence and the dynamics of otherness between semiotics, marketing and communication. But if advertising originally offers all the guarantees of modernity, it also presents itself as a "textbook case", which Régis Debray amuses himself with in his rather condescending media gesture towards semiotics: the semiotic dubbing of advertising-a promotion against a provision-had only advantages for the parties involved. Intellectual respectability for the one, solvable modernity for the other, this social contract is irresistible. Is it scientifically fertile ?