{"id":86,"date":"2018-12-10T18:41:58","date_gmt":"2018-12-10T18:41:58","guid":{"rendered":"https:\/\/mon-classement.com\/?p=86"},"modified":"2018-05-24T15:45:24","modified_gmt":"2018-05-24T15:45:24","slug":"la-publicite-et-la-politique","status":"publish","type":"post","link":"https:\/\/mon-classement.com\/?p=86","title":{"rendered":"La publicit\u00e9 et la politique"},"content":{"rendered":"<p>Aux antipodes de la promotion de biens de consommation, les techniques publicitaires sont souvent employ\u00e9es pour promouvoir un dirigeant, un candidat, un parti, une cause ou un projet politique.<\/p>\n<p>Les m\u00e9canismes de persuasion (marqueurs tels que slogans ou logos, \u00e9laboration d&rsquo;un argumentaire narratif m\u00ealant \u00e9l\u00e9ments rationnels et affectifs) comme les supports (achats m\u00e9dias, street marketing et distribution de tracts, campagnes sur les r\u00e9seaux sociaux) sont souvent les m\u00eames que pour une campagne de publicit\u00e9 promotionnelle pour un produit.<\/p>\n<p>Sans doute parce que les concepteurs des campagnes sont les m\u00eames : c&rsquo;est <img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-88 alignright\" src=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-672395112-300x169.jpg\" alt=\"\" width=\"300\" height=\"169\" srcset=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-672395112-300x169.jpg 300w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-672395112-768x432.jpg 768w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-672395112-1024x576.jpg 1024w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-672395112.jpg 1366w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>ainsi le c\u00e9l\u00e8bre publicitaire Jacques S\u00e9gu\u00e9la qui utilisa pour le candidat Fran\u00e7ois Mitterrand le slogan \u00ab\u00a0La force tranquille\u00a0\u00bb lors de la campagne pr\u00e9sidentielle de 1981. Depuis, nombre d&rsquo;autres slogans de campagnes fran\u00e7ais se sont grav\u00e9s dans les m\u00e9moires (\u00ab\u00a0Vivement demain\u00a0\u00bb, \u00ab\u00a0Ensemble tout devient possible\u00a0\u00bb&#8230;)<\/p>\n<p>R\u00e9ciproquement, les annonceurs d\u00e9tournent all\u00e8grement l&rsquo;image de figures politiques pour rendre leurs publicit\u00e9s plus marquantes et attirer l&rsquo;attention. Des marques telles que l&rsquo;entreprise de location de voiture <a href=\"http:\/\/www.laprovence.com\/actu\/en-direct\/4424979\/sixt-lance-une-nouvelle-campagne-publicitaire-sous-fond-de-campagne-presidentielle.html\">Sixt<\/a> ou l&rsquo;entreprise de pr\u00eat-\u00e0-porter <a href=\"https:\/\/www.ladepeche.fr\/article\/2011\/12\/06\/1233169-photomontage-chavez-et-obama-de-benetton-une-bonne-blague.html\">Benetton<\/a> se sont r\u00e9cemment illustr\u00e9es par des publicit\u00e9s audacieuses mettant en sc\u00e8ne (et moquant plus ou moins gentiment) des leaders politiques mondiaux.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aux antipodes de la promotion de biens de consommation, les techniques publicitaires sont souvent employ\u00e9es pour promouvoir un dirigeant, un candidat, un parti, une cause &hellip; <span class=\"screen-reader-text\"> \u00ab\u00a0La publicit\u00e9 et la politique\u00a0\u00bb<\/span><\/p>\n","protected":false},"author":3,"featured_media":89,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-86","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\/86","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=86"}],"version-history":[{"count":2,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/86\/revisions"}],"predecessor-version":[{"id":90,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/86\/revisions\/90"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/media\/89"}],"wp:attachment":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=86"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=86"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=86"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}