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L'Anti Publicité

Author

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  • Jacques Fontanel

    (CESICE - Centre d'études sur la sécurité internationale et les coopérations européennes - UPMF - Université Pierre Mendès France - Grenoble 2 - IEPG - Sciences Po Grenoble - Institut d'études politiques de Grenoble)

Abstract

Advertising is a profit-making mass communication technique aimed at transmitting a message in order to stimulate demand for a product. While empirical analyses of advertising are abundant, purely economic studies are rarer and there is no real economic theory of advertising, but rather sociological and philosophical reflections. Theoretical analyses of the effectiveness of advertising expenditure are generally based on standard market hypotheses, meeting the standards of neoclassical analysis of microeconomics, whereas empirical analyses, which are more numerous, question the effectiveness of this expenditure for companies. The meso-economic analysis seeks to study mass consumption, economies of scale, the conditions of competition with the construction of barriers to entry, the effects of company concentration, the incentive to innovation and the creation of new needs. Macroeconomic analyses of advertising tend to use qualitative methods. An original econometric model suggests an accelerating effect of advertising on short-term purchases and on GDP, but its expenditure is rather a brake on these aggregates in the longer term. It therefore leads to an anticipation of purchases and contributes to inflationary pressures. On other economic variables, its structural effects do not seem significant. Advertising enters the daily lives of consumers. Advertising seeks to define a social code, a representation through the purchase of products, which is often contested.

Suggested Citation

  • Jacques Fontanel, 1979. "L'Anti Publicité," Post-Print hal-03464902, HAL.
  • Handle: RePEc:hal:journl:hal-03464902
    Note: View the original document on HAL open archive server: https://hal.univ-grenoble-alpes.fr/hal-03464902
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    File URL: https://hal.univ-grenoble-alpes.fr/hal-03464902/document
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    References listed on IDEAS

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    1. P. K. Else, 1966. "The Incidence Of Advertising In Manufacturing Industries," Oxford Economic Papers, Oxford University Press, vol. 18(1), pages 88-110.
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    3. M. L. Vidale & H. B. Wolfe, 1957. "An Operations-Research Study of Sales Response to Advertising," Operations Research, INFORMS, vol. 5(3), pages 370-381, June.
    4. Jacques Fontanel, 1975. "Informatique et sciences économiques," Post-Print hal-03458136, HAL.
    5. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    6. Norman S. Buchanan, 1942. "Advertising Expenditures: A Suggested Treatment," Journal of Political Economy, University of Chicago Press, vol. 50(4), pages 537-537.
    7. Comanor, William S & Wilson, Thomas A, 1969. "Advertising and the Advantages of Size," American Economic Review, American Economic Association, vol. 59(2), pages 87-98, May.
    Full references (including those not matched with items on IDEAS)

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