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Le travail symbolique de la communication publicitaire. Pensée automatique, signes autoréférents, imaginaire objectif

Abstract : Objective: This paper critically reviews advertising influence, from empirical research in the field of social psychology of communication (message characteristics and receipt effects). Method: The emphasis is put on the limitations of a reading in terms of propaganda (focus of content), for questioning impact of advertising communication forms. Results: The content of the messages is situated mainly in implicit meaning. With branding, intrinsic qualities of the product are eclipsed by its symbolic value ; this is constructed from the most consensual collective values, and first, values of liberal individualism. This grounding notably operates by way of ideological presuppositions. Reception textual processing is largely automatic (unconscious), thus required inferences are normative heuristics induced by peripheral cues. The outcome is the formation of an impression, on which the explicit content of the message has no impact. Conclusion: Advertising, and widely, professional communication, is communication without object. Reprentational function tends to be obsolete, priority given to produce effects on others. In this regard, the relationship between words and things doesn’t matter ; indeed the semantic horizon of advertising language is tautology. This desymbolisation work has as a corollary the transmutation of imaginary towards ideology, and it affects human capacity to construct the social reality.
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Submitted on : Friday, August 5, 2022 - 5:51:55 PM
Last modification on : Saturday, August 6, 2022 - 3:33:44 AM

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Odile Camus. Le travail symbolique de la communication publicitaire. Pensée automatique, signes autoréférents, imaginaire objectif. In Analysis, Elsevier Masson, 2021, 5 (2), pp.188 - 193. ⟨10.1016/j.inan.2021.07.008⟩. ⟨hal-03746688⟩

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