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Packaging: une approche sémiotique

Author

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  • F. Dano

    (CEROG - Centre d'Etudes et de Recherche sur les Organisations et la Gestion - Université Paul Cézanne - Aix-Marseille 3)

Abstract

Cet article présente une description et un approfondissement du concept packaging en suivant les préceptes développés par la sémiotique (étude des signes). L'intérêt consiste à aborder le packaging comme un objet de sens en l'inscrivant non seulement dans un processus de communication mais également dans un processus de signification en se démarquant ainsi des approches techniques ou commerciales généralement suivies dans la littérature. Dans la première partie on s'attache à décrire le packaging comme un discours produisant du sens. La seconde partie propose d'identifier et d'approfondir six fonctions de communication que l'on peut attribuer au discours-packaging.

Suggested Citation

  • F. Dano, 1996. "Packaging: une approche sémiotique," Post-Print hal-02016787, HAL.
    • Handle: RePEc:hal:journl:hal-02016787
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    Cited by:

    1. Aurélie Ringeval-Deluze & Louis César Ndione, 2021. "Meaning of packaging and innovation dynamics in a traditional luxury sector: the example of growers’ champagne [Signification des packagings et dynamiques d’innovation dans un secteur de luxe tradi," Post-Print hal-03266127, HAL.

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