Search results for "publicité"
showing 5 items of 25 documents
The squeaky clean image of soap in advertising
2014
Go and wash your hands; give them a good scrub and a good rinse… " We can all remember that little chorus of parental discourse before dinner or any other time one has to look immaculate. Our first symbolic relationship with soap is perhaps something of this nature: hands first, followed by the sink and the simple act of washing. But this relationship with soap and its derivatives, which has now become every day, both functional and intimate, involves all manner of shapes, colours, materials and affective nuances affecting our choice of the right soap for us. Our criteria: its composition, its fragrance or scent and mouth-watering notes, its presentation, its shelf-life? Its designation, to…
Dimagrire in regime mediatico
2012
publication en italien : BOUTAUD Jean-Jacques, « Dimagrire in regime mediatico », Dietetica e semiotica. Regimi di Senso, a cura di Dario Mangano e Gianfranco Marrone, Mimesis Edizioni, Milano, 2013, p. 19-38; Il titolo può leggersi in molti modi. Per esempio: dietetica e semiotica sono due regimi di senso, uno alimentare e l'altro comunicativo, con pari dignità, dunque da paragonare fra loro. Oppure: grazie alla semiotica la dietetica appare, non più come un regime alimentare, ma come un regime di senso. O anche: regimi alimentari e regimi di senso sono due facce della medesima medaglia, e si rafforzano a vicenda. Se stare a dieta, come insegnavano gli antichi, non è soltanto star attenti …
Quand la communication publicitaire se pare de religiosité… au cœur d’instances religieuses profanées par la publicité
2014
International audience; Les frontières du profane et du sacré dans les stratégies publicitaires (discours et images) sont revisitées à partir d’exemples concrets empruntés à la communication publicitaire, qu’elle soit laïque ou religieuse. L'article met en lumière la distinction entre « communication par la foi », de « la communication de la foi » et s'interroge sur le passage entre communication sacrée et profane.De nouvelles formes de médiations être l'individuel et le social s'installent qui émergent comme figure du sensible dans la communication.
Espresso ma non troppo. Del tempo y la lentitud en el ritual del café
2012
In the semiotic and communicational perspective retained for this article, the trinity of the sensitive world is organized around three polarities: aesthesia and synesthesia, in the registry of the sensory expression, esthetic regarding the forms and figures that give body to a sensitive experience, ethics regarding the way of life that is projected or updated in said experience. Applied to the degustation of coffee, their representations and their constitution in ritualized sensitive practice, this approximation shows the strong orientation given by the slowed, even suspended, temporality of the café in the emergence of the values for the subject of the experience. This sensitive utterance…
Emetteur, récepteur et simulacre : questions d'affiches publicitaires
2014
This paper analyzes the concepts of simulacrum, adresser and adressee in the field of advertising. The latter is discussed in a semiotic and linguistic perspective. Inspired by the concept of semiosphere and other sociological perspectives, we study the simulacrum and its representation in the advertising discourse. To do so, we had to take into account the adressee of the advertising messages through intentionality and subjectivity issues, or, in other words, through the questions of interpretation.