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La perception des tabous dans la publicité : L'impact des variables socio-démographiques

Author

Listed:
  • Delphine Lemoine Manceau

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

  • Elisabeth Tissier-Desbordes

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

Abstract

Les publicitaires mettent aujourd'hui en scène des thèmes aussi sensibles que la mort et le sexe. Les auteurs s'interrogent sur l'efficacité de telles pratiques et examinent dans quelle mesure ces thèmes constituent aujourd'hui encore des tabous dans notre société. L'article étudie également quelles caractéristiques individuelles affectent les perceptions en la matière : il apparaît que les femmes et les seniors sont particulièrement réticents à l'utilisation de tels sujets, alors que les jeunes les acceptent plus facilement.

Suggested Citation

  • Delphine Lemoine Manceau & Elisabeth Tissier-Desbordes, 1999. "La perception des tabous dans la publicité : L'impact des variables socio-démographiques," Post-Print halshs-02925784, HAL.
    • Handle: RePEc:hal:journl:halshs-02925784
    DOI: 10.7193/DM.016.17.23
    as

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