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L’objet de valeur de l’enfance dans les supports publicitaires des marques de mobilier

Author

Listed:
  • Cristina Badulescu

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université, Axe 2 (2017-2021) : "Vulnérabilités et risques" (MSHS Poitiers) - MSHS de Poitiers - Maison des sciences de l'homme et de la société de Poitiers - UP - Université de Poitiers = University of Poitiers - CNRS - Centre National de la Recherche Scientifique)

  • Valérie Inés Demerson de La Ville

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université, Axe 2 (2017-2021) : "Vulnérabilités et risques" (MSHS Poitiers) - MSHS de Poitiers - Maison des sciences de l'homme et de la société de Poitiers - UP - Université de Poitiers = University of Poitiers - CNRS - Centre National de la Recherche Scientifique)

Abstract

The analysis of a corpus of 350 newspaper advertisements, commercial websites and catalogue images of children's furniture brands, reveals a tendency not to portray the child in two third of the cases. Questioning this paradox leads to examine the discursive strategies that allow an implicit depiction of the child in the image. Drawing on semiotic structural analysis (Greimas, 1987), this paper highlights the multi-layered semiotic process used to frame the meaning conveyed to the parent-child hybrid consumer. Beyond the meaning production forms that advertising imaginary worlds deploy, the analysis opens a reflection nurtured by the semiotics of emotions (Greimas et Fontanille, 1991) to question the emotional and affective potentialities suggested by the adverts that lead the parent to imagine his / her child's living within the material space of the bedroom.

Suggested Citation

  • Cristina Badulescu & Valérie Inés Demerson de La Ville, 2018. "L’objet de valeur de l’enfance dans les supports publicitaires des marques de mobilier," Post-Print hal-01627586, HAL.
    • Handle: RePEc:hal:journl:hal-01627586
    Note: View the original document on HAL open archive server: https://hal.science/hal-01627586
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