L’esprit publicitaire
Analysis of a large corpus of literature on advertising produced by advertisers, as well as by sociologists and economists suggests that the desire for legitimacy inherent in advertisers’ activities reflects two parallel quests, each of which are addressed in separate sections of this article. On on...
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| Main Authors: | , |
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| Format: | Article |
| Language: | fra |
| Published: |
Université Laval
2018-12-01
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| Series: | Communication |
| Subjects: | |
| Online Access: | https://journals.openedition.org/communication/8262 |
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| _version_ | 1841553243610546176 |
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| author | Roland Canu Bastien Soutjis |
| author_facet | Roland Canu Bastien Soutjis |
| author_sort | Roland Canu |
| collection | DOAJ |
| description | Analysis of a large corpus of literature on advertising produced by advertisers, as well as by sociologists and economists suggests that the desire for legitimacy inherent in advertisers’ activities reflects two parallel quests, each of which are addressed in separate sections of this article. On one hand there is the quest for effective advertising techniques and messages likely to convince sometimes skeptical economic partners. On the other hand, there is a quest for acceptability for these techniques and messages, acceptability that may help limit criticism from civil society. |
| format | Article |
| id | doaj-art-d503071faf994a2fa01c799754beb9c1 |
| institution | Kabale University |
| issn | 1189-3788 1920-7344 |
| language | fra |
| publishDate | 2018-12-01 |
| publisher | Université Laval |
| record_format | Article |
| series | Communication |
| spelling | doaj-art-d503071faf994a2fa01c799754beb9c12025-01-09T11:26:46ZfraUniversité LavalCommunication1189-37881920-73442018-12-0135210.4000/communication.8262L’esprit publicitaireRoland CanuBastien SoutjisAnalysis of a large corpus of literature on advertising produced by advertisers, as well as by sociologists and economists suggests that the desire for legitimacy inherent in advertisers’ activities reflects two parallel quests, each of which are addressed in separate sections of this article. On one hand there is the quest for effective advertising techniques and messages likely to convince sometimes skeptical economic partners. On the other hand, there is a quest for acceptability for these techniques and messages, acceptability that may help limit criticism from civil society.https://journals.openedition.org/communication/8262legitimacymessageadvertising techniquesefficiencyacceptability |
| spellingShingle | Roland Canu Bastien Soutjis L’esprit publicitaire Communication legitimacy message advertising techniques efficiency acceptability |
| title | L’esprit publicitaire |
| title_full | L’esprit publicitaire |
| title_fullStr | L’esprit publicitaire |
| title_full_unstemmed | L’esprit publicitaire |
| title_short | L’esprit publicitaire |
| title_sort | l esprit publicitaire |
| topic | legitimacy message advertising techniques efficiency acceptability |
| url | https://journals.openedition.org/communication/8262 |
| work_keys_str_mv | AT rolandcanu lespritpublicitaire AT bastiensoutjis lespritpublicitaire |