{"id":36,"date":"2017-12-26T15:51:56","date_gmt":"2017-12-26T15:51:56","guid":{"rendered":"https:\/\/mon-classement.com\/?p=36"},"modified":"2018-05-24T15:22:47","modified_gmt":"2018-05-24T15:22:47","slug":"la-publicite-et-les-medias","status":"publish","type":"post","link":"https:\/\/mon-classement.com\/?p=36","title":{"rendered":"La publicit\u00e9 et les m\u00e9dias"},"content":{"rendered":"<p>Si la publicit\u00e9 est largement pr\u00e9sente dans l&rsquo;espace public, investissant tous les supports disponibles (billboards, flancs d&rsquo;autobus, mobilier urbain, stands dans les points de vente&#8230;), c&rsquo;est dans les m\u00e9dias qu&rsquo;elle s&rsquo;est avant tout d\u00e9velopp\u00e9e, et ils demeurent son terrain privil\u00e9gi\u00e9.<\/p>\n<p>Pl\u00e9biscit\u00e9 pour son efficacit\u00e9, le spot t\u00e9l\u00e9vis\u00e9 demeure la voie royale pour les publicitaires, bien qu&rsquo;ils recourent \u00e9galement \u00e0 nombre d&rsquo;autres m\u00e9dias pour faire passer leurs messages : radiodiffusion de spots audio, insertion d&rsquo;encarts dans la presse \u00e9crite, banni\u00e8res publicitaires sur les sites Internet&#8230;<\/p>\n<p>Aux messages publicitaires annonc\u00e9s et revendiqu\u00e9s comme tels s&rsquo;est <img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-38 alignright\" src=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/shibuya-2328029_1920-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/shibuya-2328029_1920-300x200.jpg 300w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/shibuya-2328029_1920-768x512.jpg 768w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/shibuya-2328029_1920-1024x682.jpg 1024w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/shibuya-2328029_1920.jpg 1920w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>progressivement ajout\u00e9e une forme plus discr\u00e8te de publicit\u00e9 : <a href=\"https:\/\/fr.wikipedia.org\/wiki\/Publireportage\">le publireportage<\/a>, par lequel une marque r\u00e9mun\u00e8re un m\u00e9dia pour publier des informations la mettant en lumi\u00e8re et en valeur<\/p>\n<p>Par ces achats d&rsquo;espace et ces contenus sponsoris\u00e9s, la publicit\u00e9 contribue de mani\u00e8re consid\u00e9rable au financement des m\u00e9dias, apports particuli\u00e8rement pr\u00e9cieux dans un contexte de crise du mod\u00e8le \u00e9conomique des m\u00e9dias.<\/p>\n<p>Pourtant, le financement des m\u00e9dias par la publicit\u00e9 peut mettre en doute leur ind\u00e9pendance \u00e9ditoriale, comme l&rsquo;illustre le fameux propos de Patrick Le Lay, alors PDG de la cha\u00eene TF1 : \u00a0\u00bb\u00a0Mon travail est de vendre du temps de cerveau disponible \u00e0 Coca-Cola\u00a0\u00ab\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si la publicit\u00e9 est largement pr\u00e9sente dans l&rsquo;espace public, investissant tous les supports disponibles (billboards, flancs d&rsquo;autobus, mobilier urbain, stands dans les points de vente&#8230;), &hellip; <span class=\"screen-reader-text\"> \u00ab\u00a0La publicit\u00e9 et les m\u00e9dias\u00a0\u00bb<\/span><\/p>\n","protected":false},"author":3,"featured_media":39,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-36","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture-publicitaire"],"_links":{"self":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/36","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=36"}],"version-history":[{"count":2,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/36\/revisions"}],"predecessor-version":[{"id":40,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/36\/revisions\/40"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/media\/39"}],"wp:attachment":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=36"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=36"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=36"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}