La question sans réponse : un parcours bibliographique de l'enjeu publicitaire

Abstract

Studies on advertising have followed a continuous movement towards a more and more sophisticated definition of the consumer. They have focused on two opposite targets: on one hand economic studies on the efficiency of advertising, on sales and more generally on the economic system, competition and prices; on the other hand, direct investigations of consumers, often starting from a semiotic or psychological approach and insisting on the rich and various aspects of the construction of a desire. Between both perspectives, a critical approach of advertising seen as manipulation has met the same ambivalent results about the real power of advertising as more classical approaches have done. Finally, it can be said that these different hypotheses have led to the same necessity of studying the concrete work of advertisers.

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