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« N’oublie pas mon petit soulier » : la consommation enfantine et la lettre au Père Noël

Author

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  • Claire Roederer

    (EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

Abstract

Cette recherche s'intéresse à une expression particulière de la consommation enfantine : la lettre au Père Noël. Une analyse de 382 courriels, adressés au site du Père Noël de La Poste, a permis d'étudier la nature des demandes ainsi que leurs styles. Une marque est précisée pour plus de 50% des cadeaux demandés. Des stratégies de demandes structurent les courriers. Elles sont liées aux représentations du Père Noël nourries par l'enfant. Ces représentations ont pu être synthétisées dans un carré sémiotique. Les résultats obtenus contribuent à une meilleure compréhension des mécanismes à l'œuvre et peuvent permettre d'accroître la pertinence et les chances de succès d'actions commerciales respectueuses de l'imaginaire et des valeurs de l'enfant.

Suggested Citation

  • Claire Roederer, 2008. "« N’oublie pas mon petit soulier » : la consommation enfantine et la lettre au Père Noël," Post-Print halshs-02914387, HAL.
    • Handle: RePEc:hal:journl:halshs-02914387
    DOI: 10.7193/DM.050.29.37
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