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Mythes, objets et imitations. Le design en quête de sens. : De la Trifonctionnalité appliquée aux objets de marques et à leur reproduction singulière et identitaire. Une sémiologie de l'objet et de son imitation adaptée au marketing

Abstract : This research has two goals: (1) observing the field of application of PMRC's Singularity on brand-name objects in a competitive market, (2) studying the ways in which a company such as PMRC creates a model of analysis that is applicable in the field of strategy consulting for brands, founded on propositions emerged from academic research.The Indo-European imagination as it was analyzed in depth by Georges Dumézil is our key to understanding PMRC's model. But in order for the three functions of “magical and judicial sovereignty, physical and mainly belligerent power, peaceful and productive abundance” to be updated, we have formulated three complementary hypotheses, allowing us to take some distance from Georges Dumézil's ideological model : (1) the hypothesis of a global ideology, (2) the hypothesis of the articulation of symbolical and mythical forms in everyday productions, (3) the hypothesis of functions that are not organized hierarchically. Our study focuses on items of everyday use and is articulated around three collections of objects. First, the analysis of the components of Nespresso's Pixie coffee machine leads to the introduction of several tools of structural semiology. Our second source is a collection of ten contemporary objects of various kinds, and leads to the analysis of the relation between user and object, resulting in classifying tests based on Georges Dumézil's model and PMRC's “Noyaux de Singularité” (stones of Singularity). The third source inserts the originator (brand founder and creator of the object) in the relation object-user based on the study of the competitive market of five selected wireless speakers. The articulation of our two starting goals with the analysis of our three collections of objects leads to the suggestion of results, about the place of PMRC's model of Singularity in a scientific approach, as well as what this model actually entails for objects in the context of a strategic positioning in a market. Through contemporary anthropology we found “traces” of singularity in objects, founded upon information we had about the founders of our last collection of items. Some anthropo-semiotic connections between the type of the object's creator, as defined by PMRC, and the qualified and conditioned uses entailed for the user by the object, allow us to assert that PMRC's Singularity can be found partially in objects, in the form of thematic and practical types.PMRC's model, as it was created through the combination of several academic models with field experimentation, turns out to stand at the crossroads of several subjects originating in human and social sciences.
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Axelle Piednoir. Mythes, objets et imitations. Le design en quête de sens. : De la Trifonctionnalité appliquée aux objets de marques et à leur reproduction singulière et identitaire. Une sémiologie de l'objet et de son imitation adaptée au marketing. Linguistique. Université de Limoges, 2019. Français. ⟨NNT : 2019LIMO0126⟩. ⟨tel-03282267⟩

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