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Entre façonnage d'imaginaire et mutation des valeurs : la publicité connait-elle des limites ?

Abstract : Advertising relates intersubjectively the emitter of a message and its target with the goal of arousing consumers to make a purchase. This is the perspective adopted by R&D in advertising when it turns toward the cognitive sciences. The latter open access to a new world, the “a-conscience”, a change reflected in the word “neuromarketing”. This strategy encounters limits however and necessitates a collective debate about the governance of our fantasies, dreams and desires.
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https://halshs.archives-ouvertes.fr/halshs-02572975
Contributor : Etienne Armand Amato <>
Submitted on : Thursday, May 14, 2020 - 12:23:25 AM
Last modification on : Tuesday, March 2, 2021 - 9:59:28 AM

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Etienne Armand Amato. Entre façonnage d'imaginaire et mutation des valeurs : la publicité connait-elle des limites ?. Réalités industrielles. Annales des mines, Ed. Eska, 2014, pp.88. ⟨10.3917/rindu.143.0088⟩. ⟨halshs-02572975⟩

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