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Comparaison du style français et allemand de la publicité télévisée

Author

Listed:
  • Björn Walliser

    (Université Nancy 2)

  • Fabienne Moreau

    (141 Dialog)

Abstract

Fondée sur une analyse de 200 publicités télévisées françaises et allemandes, cette étude compare le style de publicité télévisée allemand et français quant au contenu en information, au rythme, au type de messages utilisés, à la relation avec l'audience et aux rôles représentés. L'article montre que les différences entre l'expression publicitaire des deux pays se sont globalement atténuées depuis le début des années 1990, mais restent significatives. La publicité française est caractérisée par un style de communication plus implicite, plus sensuelle, un rythme plus rapide et une relation avec les téléspectateurs plus impliquante. En revanche, on n'observe pas de différences quant à la quantité globale d'informations fournies.

Suggested Citation

  • Björn Walliser & Fabienne Moreau, 2000. "Comparaison du style français et allemand de la publicité télévisée," Post-Print halshs-02925668, HAL.
    • Handle: RePEc:hal:journl:halshs-02925668
    DOI: 10.7193/DM.019.75.84
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