Ugo ROUX, Éric BOUTIN, Jacques CRÉMIEUX Utilisation et détournement des valeurs, des attributs et de la pratique des sports de combat et arts martiaux dans la publicité 12e JORRESCAM
Thème du sujet Qu'est-ce que la publicité ? - Une communication commerciale, mais pas que... [1, 2] - De masse et donc impersonnelle. [2, 3] - Son but est de promouvoir, un produit, une entreprise, une marque, une cause, ou autre, qui est identifié dans le message. - Elle est diffusée de façon unilatérale (de l'annonceur/émetteur vers le récepteur). - Par l'intermédiaire de médias et autres supports. - Elle cherche à être persuasive. [4] [1] LENDREVIE, J., BROCHAND, B., (2001), Le nouveau Publicitor : publicité médias, hors médias, Internet, Dalloz, 651. [2] DAYAN, A., (2003), La publicité, PUF, 128. [3] BATRA, R., AAKER, D. A., MAYERS, J. G., (1995), Advertising management, Prentice Hall, 754. [4] ROUVRAIS-CHARRON, C., « Nos valeurs individuelles : des référents pour la perception de messages publicitaires », Market Management 1/ 2005 (Vol. 5), p. 71-91 Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows
Sp. de comb. et arts mart. dans la pub Un usage et un détournement importants qui ne reflète pas la réalité en termes de pratiquants. Vrai aussi pour le reste de la culture populaire... [1] En France, le sport ayant le plus d'adhérents est le football, alors que le judo – premier art martial en termes d'adhérents – n'arrive qu'à la 4e place (le karaté – 2e art martial le plus pratiqué – n'arrivant que 16e). |1] KATO, M. T., (2007), From Kung Fu to Hip Hop: Globalization, Revolution, and Popular Culture, State University of New York Press, 267. Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows
Publicité pour le sport Quel type de publicités en rapport avec le sport : 1) Promotion directe du sport et des produits satellites (équipements, etc.). Les publicités pour les produits satellites sont plus fréquentes que celles sur la pratique d'un sport... Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows
Exemples de publicités Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows
Exemples de publicités Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows
Publicités utilisant le sport Quel type de publicités en rapport avec le sport : 2) Utilisation/détournement du sport pour un produit avec peu ou pas de rapport. On peut notamment citer les Sports de combat dont les valeurs, les attributs, la pratique, etc., sont largement utilisés et détournés par rapport aux autres sports. Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows
Exemples de publicités Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows
Exemples de publicités Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows
Détournement raté Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows
Détournement réussi Been working on a new design for 6 months. Host of new features that old did not have. Look and feel have been reinvented New concepts in place like member directory, online calendar, online map – both using tech from Google Info more easily updated Special pags - Committee pages, ministry pages, youth pages, missions pages Home page that gives quick access to current news, information, and links Archives section to store video, audio, documents, images that can be searched Members area for sensitive information Possible Email Newsletter & Photo slideshows