000			01577cam a2200265 4500500
005			20250112021345.0
041			_afre
042			_adc
100	1	0	_aBournel, Benjamin _eauthor
700	1	0	_a Rocher, Sébastien _eauthor
245	0	0	_aFrom glorification of the machine to “hyperformance”: The accountant through the lens of advertising
260			_c2023.
500			_a86
520			_aBased on an analysis of visual metaphors present in advertisements addressed to accounting practitioners from the Revue Française de Comptabilité from 1955 to 2020, this study shows the evolution of the image of the accountant. It appears that the accountant has gone from the glorifier of the machine, seen as divine in the 1950s and 1960s, to the expert in the 1980s, then to the liberated figure in the 2000s, and finally to the superhero endowed with superior powers and skills, as well as the mutant having used the machine to climb the evolutionary ladder at the turn of the 2010s. These results complement the work on the image of the accountant disseminated in advertising by identifying the recent metaphors of the superhuman and the mutant, referring to a logic of “hyperformance” in the accounting profession.
690			_aVisual metaphor
690			_aadvertisement
690			_aaccountant
690			_aimage
690			_aVisual metaphor
690			_aadvertisement
690			_aaccountant
690			_aimage
786	0		_nACCRA | o 18 | 3 | 2023-09-29 | p. 5-28
856	4	1	_uhttps://shs.cairn.info/journal-accra-2023-3-page-5?lang=en
999			_c135604 _d135604