{"id":41,"date":"2017-10-12T18:41:26","date_gmt":"2017-10-12T18:41:26","guid":{"rendered":"https:\/\/mon-classement.com\/?p=41"},"modified":"2018-05-24T15:24:22","modified_gmt":"2018-05-24T15:24:22","slug":"la-publicite-et-les-sciences","status":"publish","type":"post","link":"https:\/\/mon-classement.com\/?p=41","title":{"rendered":"La publicit\u00e9 et les sciences"},"content":{"rendered":"<p>Pour mener \u00e0 bien son effort de persuasion et d&rsquo;influence des opinions et comportements, la publicit\u00e9 a de longue date sollicit\u00e9 les expertises des sciences sociales et humaines, faisant intervenir psychologues, sociologues, linguistes, s\u00e9manticiens. Autant de sp\u00e9cialistes \u00e0 m\u00eame d&rsquo;aider les <img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-44 alignright\" src=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/auto-2406067_1920-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/auto-2406067_1920-300x200.jpg 300w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/auto-2406067_1920-768x512.jpg 768w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/auto-2406067_1920-1024x683.jpg 1024w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/auto-2406067_1920.jpg 1920w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>publicitaires \u00e0 s&rsquo;assurer que leurs messages sont en phase avec l'\u00a0\u00bbhumeur\u00a0\u00bb d&rsquo;une soci\u00e9t\u00e9, et qu&rsquo;ils sont formul\u00e9s de sorte \u00e0 activer les ressorts psychologiques qui conditionnent les d\u00e9cisions des consommateurs.<\/p>\n<p>La publicit\u00e9 a \u00e9galement mobilis\u00e9 \u00e9conomistes et statisticiens pour effectuer des calculs complexes visant \u00e0 mesurer l&rsquo;efficacit\u00e9 des messages et campagnes.<\/p>\n<p>Plus r\u00e9cemment, <a href=\"http:\/\/www.e-marketing.fr\/Thematique\/etudes-1092\/Breves\/Comment-neurosciences-ameliorent-efficacite-publicitaire-313507.htm#CwfEHKqGJqwYOIEY.97\">le recours aux apports des neuro-sciences est devenu un levier de plus en plus employ\u00e9<\/a> dans la publicit\u00e9.<\/p>\n<p>Ces disciplines qui \u00e9tudient le syst\u00e8me nerveux et son fonctionnement peuvent en effet \u00e9clairer les concepteurs de messages publicitaires quant aux processus \u00e9motionnels et m\u00e9moriels \u00e0 l&rsquo;oeuvre dans les d\u00e9cisions des consommateurs, les aidant ainsi \u00e0 maximiser l&rsquo;efficacit\u00e9 et la port\u00e9e des messages. Au nombre des techniques neuro-scientifiques en passe de devenir pratiques courantes dans l&rsquo;industrie publicitaire, figurent l&rsquo;eye-tracking, soit le suivi du mouvement des yeux des individus expos\u00e9s \u00e0 un message publicitaire, ou encore la reconnaissance faciale.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour mener \u00e0 bien son effort de persuasion et d&rsquo;influence des opinions et comportements, la publicit\u00e9 a de longue date sollicit\u00e9 les expertises des sciences &hellip; <span class=\"screen-reader-text\"> \u00ab\u00a0La publicit\u00e9 et les sciences\u00a0\u00bb<\/span><\/p>\n","protected":false},"author":3,"featured_media":43,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-41","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\/41","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=41"}],"version-history":[{"count":2,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/41\/revisions"}],"predecessor-version":[{"id":45,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/41\/revisions\/45"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/media\/43"}],"wp:attachment":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=41"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=41"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=41"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}