Effets des stratégies publicitaires (notice n° 806433)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02434cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250123123811.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Georget, Patrice |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | <br/> Effets des stratégies publicitaires<br/> |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2004.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 68 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | L’article présente une synthèse critique des recherches psychosociales consacrées à l’étude des processus de persuasion dans le contexte publicitaire. Après une présentation du paradigme dominant – le modèle de probabilité d’élaboration – à partir de résultats empiriques qui mettent en évidence le rôle des variables de personnalité dans la persuasion publicitaire, nous analysons les effets des contextes de réception des messages publicitaires et le statut des indices périphériques auxquels sont exposés les individus de façon répétée. Enfin, nous présentons les résultats de recherches récentes qui illustrent la dynamique contractuelle de la réception publicitaire. Ainsi mettons-nous en valeur le rôle de la familiarité des sujets avec les mises en scènes discursives utilisées dans le genre publicitaire. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This article presents a critical synthesis of psychosocial researches devoted to the study of persuasion processes in advertising context. After an introduction with the main paradigm – the Elaboration Likelihood Model – based on empirical results which highlight the role of personality in advertising effectiveness, this paper analyzes the effects of reception contexts and the status of peripheral cues at which subjects are frequently exposed. Lastly, recent results are submitted, which show the role of communication contract in advertising reception. Thus, this paper emphasizes the part of subject’s familiarity with discursive style used in advertising context. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | contrat de communication |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | contexte |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | persuasion |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | variable de personnalité |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publicité |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | effets |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | effects |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communication contract |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | personality variable |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | persuasion |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | context |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Questions de communication | 5 | 1 | 2004-03-01 | p. 69-82 | 1633-5961 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-questions-de-communication-2004-1-page-69?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-questions-de-communication-2004-1-page-69?lang=fr&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux