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Crise(s), publicité et marque : l'émergence de nouveaux modèles

Abstract : This research emanates from the deep the social changes that our Western societies faced in a context of economic and social crisis, which peaked in 2008. The objective of this study is to demonstrate how the media and brand crisis is part of a deeper social mutation and question the capitalist model of mass consumption. In this context of crisis, we can question the future of brand marketing: is it going to evolve towards an alternative model, more in line with current social changes? Through our study of the evolution of the brand concept from a socio- semiotics angle, we will consider the economic and social environment from the analytical primary framework as defined by Goffman. Therefore, our research is firmly anchored in the field of information and communication sciences. We focus on specific communication occurrences (alter-brand, brand placements in The Big Bang Theory series, brand webseries, native advertising in The Huffington Post) in order to better understand the society that constitutes their environment of transformation. Our research highlights the capacity of the brand to extricate itself from a commercial aspect through insertion or media imitation processes. By focusing on concepts emerging from research in contemporary information and communication sciences, and by putting in perspective experts’ interpretations of brand strategy, we explore the hypothesis of the emergence of a new order of media and cultural brand. Indeed, the brand gradually shifts towards a cultural and media model in order to respond to its “meaning crisis” (Semprini, 2005), in particular by establishing an imaginary around the brand, more anchored in media culture. McLuhan (1967) suggested in the sixties that the medium was the message: today, the brand seems to tend to become a media and establish itself as an integral part of the public sphere.
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https://hal.archives-ouvertes.fr/tel-01569865
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Submitted on : Thursday, July 27, 2017 - 6:03:34 PM
Last modification on : Monday, November 29, 2021 - 2:16:02 PM

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Frédéric Aubrun. Crise(s), publicité et marque : l'émergence de nouveaux modèles. Sciences de l'information et de la communication. Université Lumière Lyon 2, France, 2015. Français. ⟨tel-01569865⟩

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