Communication de marque : analyse des discours des grandes enseignes de la distribution alimentaire en lien avec les préoccupations éthiques, écologiques et sanitaires

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

enFaced with increased competition, each food distribution brand quickly establishes a position distinct from other large food stores. Communication thus proves to be an effective tool for disclosing this strategic choice made by the firm to the public. Moreover, the highlighting of a commitment to environmental, health and ethical causes in supermarket discourses is now common in order to mark this differentiation and to meet the new expectations of consumers. However, does this policy pursue a purely commercial objective or does it encourage consumers to take care of the environment and their own health? This thesis will allow us to examine the issues and intentions of the messages transmitted by the food chain Delhaize as well as the impact of the information contained in its communication on the shopping baskets of its customers, in particular on their health.