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L’analyse de visuels en marketing : pour une complémentarité des principales approches

Author

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  • Elisabeth Tissier-Desbordes

    (ESCP Europe - Ecole Supérieure de Commerce de Paris)

Abstract

Après avoir souligné l'importance des visuels en marketing, l'auteur présente trois approches : les méthodologies d'analyse de contenu, les analyses de recherche de sens (approche de Goffman, sémiotique, rhétorique visuelle et ethnographie visuelle) et les méthodes dérivées des théories de la réception. L'auteur propose une grille d'analyse de l'image et conclut sur la complémentarité des différentes approches et l'intérêt de les intégrer.

Suggested Citation

  • Elisabeth Tissier-Desbordes, 2004. "L’analyse de visuels en marketing : pour une complémentarité des principales approches," Post-Print halshs-02915771, HAL.
    • Handle: RePEc:hal:journl:halshs-02915771
    DOI: 10.7193/DM.036.63.74
    as

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