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« De la "publicité sociale" : lorsque les marques communiquent sur "la lutte contre les discriminations" et la "promotion de la diversité" »

Author

Listed:
  • Stéphanie Kunert

    (ELICO - Equipe de recherche de Lyon en sciences de l'information et de la communication - UL2 - Université Lumière - Lyon 2 - ENSSIB - École nationale supérieure des sciences de l'information et des bibliothèques - Université de Lyon - IEP Lyon - Sciences Po Lyon - Institut d'études politiques de Lyon - Université de Lyon - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon)

  • Aude Seurrat

    (LabSIC - Laboratoire des Sciences de l'Information et de la Communication - UP13 - Université Paris 13 - USPC - Université Sorbonne Paris Cité)

Abstract

www.cairn.info/revue-communication-et-management-2013-1-page-63.htm Résumé : De la « publicité sociale » : lorsque les marques communiquent sur « la lutte contre les discriminations » et la « promotion de la diversité » Cet article examine les discours de marques grand public ayant choisi de communiquer sur la « diversité sociale » et la « lutte contre les discriminations ». L'analyse sémiotique et rhétorique de cas récents montrera que les campagnes publicitaires s'appropriant ces thèmes, ordinairement dévolus aux discours institutionnels et militants, se heurtent souvent à un paradoxe : celui de la dimension stéréotypique du discours publicitaire. Comment un discours stéréotypique peut-il prétendre lutter contre les stéréotypes et les discriminations ? On explorera la piste de l'in/compatibilité énonciative entre l'énonciateur qu'est la marque, le genre discursif particulier qu'est le discours publicitaire, et le message « engagé » dont il se veut porteur. « Social advertisement »: when brands communicate about « fighting discriminations » and « promoting diversity » This article examines the discourse of mainstream commercial brands that chose to communicate on « social diversity » and « fighting discriminations ». The semiotic and rhetorical analysis of recent cases will show that advertising campaigns appropriating topics usually endorsed by institutional or activist discourse often encounter a paradox: the stereotypical dimension of advertising discourse. How can such a stereotypical discourse as advertisement pretend to fight stereotypes and discriminations ? We will explore the enunciation's compatibility between the brand as enunciator, advertising discourse and activist discourse.

Suggested Citation

  • Stéphanie Kunert & Aude Seurrat, 2013. "« De la "publicité sociale" : lorsque les marques communiquent sur "la lutte contre les discriminations" et la "promotion de la diversité" »," Post-Print hal-01612090, HAL.
    • Handle: RePEc:hal:journl:hal-01612090
    DOI: 10.3917/comma.101.0063
    Note: View the original document on HAL open archive server: https://hal.science/hal-01612090
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