Patrimoine historique et publicitaire : la communication se saisit du passé
This paper focuses on various communicative registers related to age in advertising strategies. A quantitative analysis of a collection of advertisements enabled the deciphering of their marketing features and communicative positioning, supplemented by a qualitative study to develop an analytical fr...
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| Format: | Article |
| Language: | English |
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Université du Québec à Montréal
2016-09-01
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| Series: | Communiquer |
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| Online Access: | https://journals.openedition.org/communiquer/1877 |
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| _version_ | 1841543343576711168 |
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| author | Agnès Pecolo Myriam Bahuaud |
| author_facet | Agnès Pecolo Myriam Bahuaud |
| author_sort | Agnès Pecolo |
| collection | DOAJ |
| description | This paper focuses on various communicative registers related to age in advertising strategies. A quantitative analysis of a collection of advertisements enabled the deciphering of their marketing features and communicative positioning, supplemented by a qualitative study to develop an analytical framework of the various generational positions at work in them. Five basic communicative registers that address age and generation have been outlined. In this paper, we will focus our remarks on three of these registers, each of which makes reference to the past in its own way, and more specifically, to cultural heritage or advertising, playing on nostalgia. These three registers address the personal, generational and collective history of individuals, travelling across ages and generations. |
| format | Article |
| id | doaj-art-de2d696ba7ea40df9709db8dd92954c3 |
| institution | Kabale University |
| issn | 2368-9587 |
| language | English |
| publishDate | 2016-09-01 |
| publisher | Université du Québec à Montréal |
| record_format | Article |
| series | Communiquer |
| spelling | doaj-art-de2d696ba7ea40df9709db8dd92954c32025-01-13T13:44:34ZengUniversité du Québec à MontréalCommuniquer2368-95872016-09-0116658310.4000/communiquer.1877Patrimoine historique et publicitaire : la communication se saisit du passéAgnès PecoloMyriam BahuaudThis paper focuses on various communicative registers related to age in advertising strategies. A quantitative analysis of a collection of advertisements enabled the deciphering of their marketing features and communicative positioning, supplemented by a qualitative study to develop an analytical framework of the various generational positions at work in them. Five basic communicative registers that address age and generation have been outlined. In this paper, we will focus our remarks on three of these registers, each of which makes reference to the past in its own way, and more specifically, to cultural heritage or advertising, playing on nostalgia. These three registers address the personal, generational and collective history of individuals, travelling across ages and generations.https://journals.openedition.org/communiquer/1877heritagegenerationsnostalgiaadvertising communicationtransmission |
| spellingShingle | Agnès Pecolo Myriam Bahuaud Patrimoine historique et publicitaire : la communication se saisit du passé Communiquer heritage generations nostalgia advertising communication transmission |
| title | Patrimoine historique et publicitaire : la communication se saisit du passé |
| title_full | Patrimoine historique et publicitaire : la communication se saisit du passé |
| title_fullStr | Patrimoine historique et publicitaire : la communication se saisit du passé |
| title_full_unstemmed | Patrimoine historique et publicitaire : la communication se saisit du passé |
| title_short | Patrimoine historique et publicitaire : la communication se saisit du passé |
| title_sort | patrimoine historique et publicitaire la communication se saisit du passe |
| topic | heritage generations nostalgia advertising communication transmission |
| url | https://journals.openedition.org/communiquer/1877 |
| work_keys_str_mv | AT agnespecolo patrimoinehistoriqueetpublicitairelacommunicationsesaisitdupasse AT myriambahuaud patrimoinehistoriqueetpublicitairelacommunicationsesaisitdupasse |