Analyse comparée de l'influence culturelle sur les stratégies de communication commerciale reposant sur les égéries : le cas des annonces publicitaires télévisées belges et japonaises

Details

Supervisors

François, Thomas

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

enToday's television commercials are windows to the world and are constantly reinventing themselves to adapt to broadcasting contexts, cultures and viewers. Guided by cultural, commercial and social codes, they morph their speech, content and staging in order to match their constantly changing environment. This evolution ensures their success and is a source of innovation and technological growth in the sector. However, if this omnipresence testifies to the success of the field, it is also a brake on its development. Therefore, new techniques have been developed to allow commercials to stand out in a saturated audiovisual landscape, where the lack of originality can be fatal. These innovative promotion techniques are of course based on the same commercial codes as traditional advertisements. But what about the cultural codes? Our work will focus on analyzing and understanding the cultural influences on television advertisements using one of these new practices: celebrity endorsement.