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Le loup mal‑aimé, les ressorts de la pub d’Intermarché au succès planétaire

Author

Listed:
  • Frédéric Aubrun

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics, MARGE - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon)

  • Marie-Nathalie Jauffret

    (UniCA - Université Côte d'Azur, SIC.Lab Méditerranée - Laboratoire de Recherche en Sciences de l'Information et de la Communication - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur)

Abstract

En quelques jours, la publicité d'Intermarché a eu un succès viral époustouflant. Un milliard de personnes l'auront regardée. Un tel phénomène conduit à s'interroger sur les raisons de cette réussite, d'autant que l'enseigne, elle, n'est pas présente dans le monde entier ! Quels ressorts intimes ce film a-t-il mis en mouvement ? Il était une faim, ou le récit d'un conte ordinaire par Intermarché…

Suggested Citation

  • Frédéric Aubrun & Marie-Nathalie Jauffret, 2025. "Le loup mal‑aimé, les ressorts de la pub d’Intermarché au succès planétaire," Post-Print hal-05594072, HAL.
    • Handle: RePEc:hal:journl:hal-05594072
    Note: View the original document on HAL open archive server: https://hal.science/hal-05594072v1
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