{"id":16294,"date":"2021-03-20T00:00:02","date_gmt":"2021-03-19T23:00:02","guid":{"rendered":"https:\/\/www.sfsic.org\/?p=16294"},"modified":"2021-03-22T17:36:29","modified_gmt":"2021-03-22T16:36:29","slug":"la-force-grise-dans-les-discours-publicitaires-marchands-et-non-marchands-2","status":"publish","type":"post","link":"https:\/\/www.sfsic.org\/en\/aac-evenement\/la-force-grise-dans-les-discours-publicitaires-marchands-et-non-marchands-2\/","title":{"rendered":"La \u00ab force grise \u00bb dans les discours publicitaires marchands et non marchands"},"content":{"rendered":"<p><!-- fxzn:singledetail --><\/p>\n<div class=\"zone zn-singledetail\" id=\"fxzn-singledetail-1\">\n<div class=\"zone-block zn-singledetail-block alignwide va-top\">\n<div class=\"row\">\n<div class=\"columns large-8 large-push-4\">\n<div class=\"zn-singledetail-metabox\">\n<div class=\"zn-singledetail-pubdate pubdate\">\n\t\t\t\t\t<span class=\"pubdate-txt\">Mis en ligne le<\/span><span class=\"doubledot\"><\/span> <time class=\"pubdate-time\" pubdate datetime=\"2021-03-20T00:00:02+01:00\">20 mars 2021<\/time>\t\t\t\t<\/div>\n<p class=\"zn-singledetail-calenda-info\">\n\t\t\t\t\t\tInformations \u00e9dit\u00e9es \u00e0 partir d\u2019une annonce <a class=\"calenda-link prettylink\" href=\"https:\/\/calenda.org\/856806\" target=\"_blank\" rel=\"noopener\"><strong>Calenda<\/strong><\/a>.\t\t\t\t\t<\/p>\n<div class=\"zn-singledetail-thematiques with-sep-comma\">\n<ul class=\"termslist termslist-thematique\">\n<li class=\"termslist-item termslist-title\"><span class=\"termslist-titletxt\">Th\u00e9matiques<\/span><span class=\"doubledot\"><\/span><\/li>\n<li class=\"termslist-item tax-thematique term-communication-organisations\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/thematiques\/communication-organisations\/\" title=\"Communication et organisations\"><span class=\"termslist-itemname\">Communication et organisations<\/span><\/a><\/li>\n<li class=\"termslist-item tax-thematique term-images-cinema-medias-audiovisuels-et-industries-culturelles\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/thematiques\/images-cinema-medias-audiovisuels-et-industries-culturelles\/\" title=\"Images, cin\u00e9ma, m\u00e9dias audiovisuels et industries culturelles\"><span class=\"termslist-itemname\">Images, cin\u00e9ma, m\u00e9dias audiovisuels et industries culturelles<\/span><\/a><\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"row\">\n<div class=\"columns large-4\">\n<div class=\"zn-singledetail-sidebar bg-cornersquares\">\n<div class=\"zn-singledetail-infos\">\n<p class=\"zn-singledetail-reponse-date\">\n\t\t\t\t\t\t<span>R\u00e9ponse attendue pour le<\/span><span class=\"doubledot\"><\/span> <strong>31\/05\/2021<\/strong>\n\t\t\t\t\t<\/p>\n<p class=\"zn-singledetail-reponse-type\">\n\t\t\t\t\t<span>Type de r\u00e9ponse<\/span><span class=\"doubledot\"><\/span> <strong>R\u00e9sum\u00e9<\/strong>\n\t\t\t\t\t<\/p>\n<p class=\"zn-singledetail-type\">\n\t\t\t\t\t\t\t<span>Type d\u2019\u00e9v\u00e9nement<\/span><span class=\"doubledot\"><\/span> <strong>Journ\u00e9e d\u2019\u00e9tude<\/strong>\n\t\t\t\t\t<\/p>\n<\/p><\/div>\n<div class=\"zn-singledetail-coordinators\">\n<h3 class=\"zn-singledetail-section-title\">Coordinateurs<\/h3>\n<ul class=\"zn-singledetail-coordinators-list\">\n<li class=\"zn-singledetail-coordinators-item\">\n\t\t\t\t\t\t\t<span>Lucile<\/span> <span>Bordet<\/span>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n<li class=\"zn-singledetail-coordinators-item\">\n\t\t\t\t\t\t\t<span>Muriel<\/span> <span>Cassel-Piccot<\/span>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n<li class=\"zn-singledetail-coordinators-item\">\n\t\t\t\t\t\t\t<span>Nathalie<\/span> <span>Deley<\/span>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n<li class=\"zn-singledetail-coordinators-item\">\n\t\t\t\t\t\t\t<span>Denis<\/span> <span>Jamet<\/span>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n<\/ul><\/div>\n<div class=\"zn-singledetail-contacts\">\n<h3 class=\"zn-singledetail-section-title\">Contacts<\/h3>\n<ul class=\"zn-singledetail-contacts-list\">\n<li class=\"zn-singledetail-contact\">\n\t\t\t\t\t\t\t<span class=\"zn-singledetail-contact-name\">Envoi des propositions<\/span><span class=\"doubledot\"><\/span><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"zn-singledetail-contact-mail prettylink\" href=\"mailto:cel@univ-lyon3.fr\">cel@univ-lyon3.fr<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"columns large-8\">\n<div class=\"zn-singledetail-contentbox\">\n<div class=\"zn-singledetail-eventinfo\">\n<div class=\"zn-singledetail-eventinfo-inner\">\n<div class=\"zn-singledetail-eventdates\">\n\t\t\t\t\t\t<span class=\"zn-singledetail-label\">Dates de l\u2019\u00e9v\u00e9nement<span class=\"doubledot\"><\/span><\/span><\/p>\n<ul class=\"zn-singledetail-eventdates-list\">\n<li class=\"zn-singledetail-eventdates-item\">\n\t\t\t\t\t\t\t\tDu <time class=\"event-start-time\" datetime=\"2021-12-09T00:00:00+00:00\">09\/12\/2021<\/time> au <time class=\"event-end-time\" datetime=\"2021-12-10T00:00:00+00:00\">10\/12\/2021<\/time>\t\t\t\t\t\t\t<\/li>\n<\/ul><\/div>\n<p class=\"zn-singledetail-eventplace\">\n\t\t\t\t\t\t<span class=\"zn-singledetail-label\">Lieu de l\u2019\u00e9v\u00e9nement<span class=\"doubledot\"><\/span><\/span><br \/>\n\t\t\t\t\t\t<span class=\"zn-singledetail-eventplace-adr\"><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"adr-name\">Universit\u00e9 de Lyon (Jean Moulin Lyon 3)<\/span>,<\/p>\n<p>\t\t\t\t\t\t<span class=\"adr-city\">Lyon<\/span>\t\t\t\t\t\t, <span class=\"adr-country\">France<\/span><br \/>\n\t\t\t\t\t\t<\/span>\t\t\t\t\t<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"zn-singledetail-annonce wig-content\">\n<p>Cette journ\u00e9e d\u2019\u00e9tude propose de s\u2019interroger sur la soci\u00e9t\u00e9 face au vieillissement de sa population lorsqu\u2019elle produit des messages publicitaires qui s\u2019inscrivent dans des strat\u00e9gies marketing et\/ou de communication publique. Cette interrogation, qui porte sur une probl\u00e9matique majeure du XXIe si\u00e8cle dans les pays occidentaux, constitue la troisi\u00e8me \u00e9dition d\u2019une s\u00e9rie de rencontres scientifiques traitant du discours publicitaire.<\/p>\n<h2>Texte de cadrage<\/h2>\n<p>Cette journ\u00e9e d\u2019\u00e9tude propose de s\u2019interroger sur <strong>la soci\u00e9t\u00e9 face au vieillissement de sa population lorsqu\u2019elle produit des messages publicitaires <\/strong>qui s\u2019inscrivent dans des strat\u00e9gies marketing et\/ou de communication publique. Cette interrogation, qui porte sur une probl\u00e9matique majeure du XXIe si\u00e8cle dans les pays occidentaux, constitue la troisi\u00e8me \u00e9dition d\u2019une s\u00e9rie de rencontres scientifiques traitant du <strong>discours publicitaire<\/strong>, fruits d\u2019une collaboration entre le Centre d\u2019\u00c9tudes Linguistiques &#8211; Corpus, Discours et Soci\u00e9t\u00e9s de l\u2019Universit\u00e9 Jean Moulin Lyon 3 et l\u2019\u00c9quipe de recherche de Lyon en sciences de l\u2019Information et de la COmmunication de l\u2019Universit\u00e9 Jean Monnet Saint-Etienne. Apr\u00e8s avoir abord\u00e9 \u00ab&#160;La force argumentative dans le discours de sp\u00e9cialit\u00e9 du marketing&#160;: approches multimodales&#160;\u00bb (Lyon, 14 novembre 2019) et le \u00ab&#160;Discours de publicit\u00e9&#160;: la figure de l\u2019utilisateur\/consommateur au c\u0153ur des strat\u00e9gies \u00e9nonciatives&#160;\u00bb (Saint-Etienne, 13 novembre 2020), il s\u2019agit d\u00e9sormais, pour cette \u00e9dition 2021, de conduire des recherches sur \u00ab&#160;<strong>la \u2018force grise\u2019 dans le discours publicitaire marchand et non marchand et sur la soci\u00e9t\u00e9 face \u00e0 ses repr\u00e9sentations du vieillissement<\/strong>&#160;\u00bb.<\/p>\n<p>Le vieillissement de la population est en effet un enjeu majeur auquel les soci\u00e9t\u00e9s hypermodernes (Lipovetsky (2004)) doivent faire face. En France en 2020, les 65 ans et plus repr\u00e9sentaient 20,5&#160;% de la population, contre 19,7&#160;% en 2018 (selon l\u2019INSEE). Aujourd\u2019hui, pr\u00e8s d\u20191 Fran\u00e7ais sur 10 a plus de 75 ans. Selon les projections d\u00e9mographiques de l\u2019Institut, en 2040, 1 Fran\u00e7ais sur 4 devrait avoir plus de 65 ans et en 2070 cette tranche d\u2019\u00e2ge pourrait repr\u00e9senter 28,7&#160;% de la population du pays. Cette tendance n\u2019est certes pas sp\u00e9cifique \u00e0 la France. Au Royaume-Uni par exemple, en 2018, les plus de 65 ans repr\u00e9sentaient 18&#160;% de la population contre 10,8&#160;% en 1950 (National Statistics). Et les d\u00e9mographes britanniques estiment qu\u2019en 2030, 1 Britannique sur 5 aura plus de 65 ans, et qu\u2019en 2066, 7&#160;% de la population aura plus de 85 ans (AgeUK). Ces statistiques illustrent l\u2019ampleur du d\u00e9fi fondamental \u00e0 relever.<\/p>\n<p>Face \u00e0 cette transition d\u00e9mographique, \u00e0 ce grisonnement de la population, la\u00a0Silver Economy ou Silver Economie, aussi appel\u00e9e \u00ab&#160;\u00e9conomie du vieillissement&#160;\u00bb, est une fili\u00e8re en plein essor qui a de beaux jours devant elle (lancement d\u2019un Salon professionnel des services et technologies pour les seniors par exemple). D\u2019apr\u00e8s un rapport r\u00e9dig\u00e9 par Jean Pisani Ferry, Commissaire G\u00e9n\u00e9ral \u00e0 la Strat\u00e9gie et \u00e0 la Prospective chez France Strat\u00e9gie (institution autonome plac\u00e9e sous l\u2019autorit\u00e9 du Premier Ministre), \u00ab&#160;le revenu disponible des plus de 60 ans repr\u00e9sentait en 2010 environ 424 milliards d\u2019euros. \u00c0 toutes choses \u00e9gales d\u2019ailleurs, les simples projections par \u00e2ge de la population fran\u00e7aise laissent attendre une hausse de 150&#160;% de la taille de ce march\u00e9 via l\u2019augmentation du nombre de seniors d\u2019ici 2050&#160;\u00bb.<\/p>\n<p>Dans ce secteur \u00e0 forte croissance, annonceurs, publicitaires et communicants se voient contraints de soutenir un profond paradoxe&#160;: d\u2019une part, les personnes \u00e2g\u00e9es,\u00a0 r\u00e9parties en 4 groupes par les professionnels du marketing (les 50-59 ans, les 60-75 ans, les 75-84 ans et les 84 ans et plus) constituent une cible marketing int\u00e9ressante puisqu\u2019ils n\u2019ont ni emprunts, ni enfants \u00e0 charge mais un pouvoir d\u2019achat non n\u00e9gligeable et des attentes et besoins bien sp\u00e9cifiques&#160;; d\u2019autre part, ces segments d\u2019\u00e2ge, avec les connotations qui leur sont en g\u00e9n\u00e9ral associ\u00e9es, ne s\u00e9duisent gu\u00e8re car ils ont perdu l\u2019apparence du r\u00eave traditionnellement vendu par la publicit\u00e9.<\/p>\n<p>Dans ce contexte, les diff\u00e9rents discours tenus par les publicitaires et les annonceurs sur le vieillissement, que celui-ci soit au centre de la force de persuasion ou en p\u00e9riph\u00e9rie comme faire-valoir, apparaissent comme des r\u00e9cits sur des th\u00e9matiques vari\u00e9es qui construisent attitudes, repr\u00e9sentations et croyances de l\u2019opinion publique. Ils sont donc des \u00e9nonc\u00e9s d\u2019influence (Kapferer, 1979) qui, une fois soumis \u00e0 l\u2019analyse multimodale (Machin (2007), Fairclough (2003)) dessinent les contours symboliques (Dupont (2010)) et id\u00e9ologiques du ph\u00e9nom\u00e8ne dans une soci\u00e9t\u00e9 donn\u00e9e tout en reproduisant les valeurs, les id\u00e9es politiques et les pratiques socio-culturelles de cette m\u00eame soci\u00e9t\u00e9 (Simpson (1993), Mayr (2008)). Comment les messages repr\u00e9sentant le vieillissement le transforment-ils en mythe au sens de Barthes (1964))&#160;? Comment r\u00e9v\u00e8lent-ils les enjeux de pouvoir (politiques, \u00e9conomiques, industriels, socio-culturels, etc.) qui lui sont associ\u00e9s&#160;?<\/p>\n<p>Les communications s\u2019int\u00e9resseront donc aux <strong>pratiques discursives publicitaires sur le vieillissement et \u00e0 destination ou non des seniors <\/strong>par le prisme des 3 probl\u00e9matiques principales ci-dessous (sans que cette liste soit exhaustive). Pourront \u00eatre \u00e9tudi\u00e9es des campagnes de communication \u00e0 vis\u00e9e marchande ou non marchande (comme des campagnes publiques de pr\u00e9vention ou de sensibilisation)&#160;:<\/p>\n<h3>Temporalit\u00e9s, soci\u00e9t\u00e9s et rh\u00e9torique<\/h3>\n<ul>\n<li>\u00c9tude diachronique de la repr\u00e9sentation du vieillissement&#160;: diff\u00e9rences et\/ou continuit\u00e9s dans le temps&#160;;<\/li>\n<li>\u00c9tude comparative de la repr\u00e9sentation du vieillissement dans des aires g\u00e9ographiques diff\u00e9rentes&#160;: disparit\u00e9s et\/ou similarit\u00e9s dans l\u2019espace socio\u00e9conomico-g\u00e9ographique et culturel&#160;;<\/li>\n<li>\u00c9tude comparative de la repr\u00e9sentation du vieillissement dans les diff\u00e9rents types de messages publicitaires&#160;: contrastes et\/ou similarit\u00e9s selon les produits \/ services publicis\u00e9s, le public vis\u00e9, le medium utilis\u00e9.<\/li>\n<\/ul>\n<h3>Paradoxes et discordances<\/h3>\n<ul>\n<li>Discours publicitaires tenus sur la vieillesse et le vieillissement&#160;: reflets fid\u00e8les ou discordances, selon les \u00e9metteurs et les destinataires, le discours tenu, et les modalit\u00e9s de communication&#160;; \u00e9volution des r\u00f4les sociaux lors du processus de vieillissement et les repr\u00e9sentations dans le discours publicitaire&#160;;<\/li>\n<li>Paradoxes dans les repr\u00e9sentations de la vieillesse et du vieillissement&#160;: vieillissement au carrefour du r\u00e9alisme, de l\u2019id\u00e9alisation et de la p\u00e9joration\/d\u00e9pr\u00e9ciation, refus de vieillir et vuln\u00e9rabilit\u00e9, d\u00e9t\u00e9rioration vs conservation&#160;;<\/li>\n<li>Agisme vs jeunisme&#160;: discrimination, pr\u00e9jug\u00e9s et perp\u00e9tuation des croyances&#160;; la vieillesse comme une menace&#160;; tension entre maturit\u00e9 et jeunesse \u00e9ternelle&#160;; le \u201cvieillir jeune\u201c.<\/li>\n<\/ul>\n<h3>Id\u00e9ologie et pouvoir<\/h3>\n<ul>\n<li>Vieillissement et enjeux de pouvoir&#160;: forces et faiblesses&#160;; th\u00e9orie et pratique&#160;;<\/li>\n<li>Enjeux id\u00e9ologiques&#160;: fa\u00e7onnement de la repr\u00e9sentation de la vieillesse et du vieillissement par le biais du discours publicitaire produit&#160;: la vieillesse con\u00e7ue comme maladie, mythe de l\u2019immortalit\u00e9 ou \u00e9ternelle jeunesse, individualisme et d\u00e9pendance&#160;;<\/li>\n<li>Les 50 ans et plus&#160;: st\u00e9r\u00e9otypes, caricatures, conformit\u00e9s et diversit\u00e9s&#160;: discours institutionnel\/gouvernemental et risque individuel et collectif, ma\u00eetrise du vieillissement, mod\u00e8les identitaires et identit\u00e9.<\/li>\n<\/ul>\n<p>Les communications sont ouvertes \u00e0 tous, chercheurs en linguistique, en sciences de l\u2019information et de la communication, en sociologie, en psychologie sociale, etc. c\u2019est\u00e0-dire \u00e0 tous les chercheurs qui travaillent sur les questions de l\u2019influence sociale dans le champ marketing et se revendiquent d\u2019une approche multimodale en analyse de discours.<\/p>\n<h2>Soumission des propositions<\/h2>\n<p>Les propositions de communication devront \u00eatre envoy\u00e9es \u00e0 Lucile Bordet, Muriel Cassel-Piccot et Denis Jamet \u00e0 l&rsquo;adresse cel@univ-lyon3.fr<\/p>\n<h3>avant le 31 mai 2021.<\/h3>\n<p>Date de notification de la d\u00e9cision du comit\u00e9 scientifique&#160;: juillet 2021.<\/p>\n<p>Les propositions devront comporter 5000 signes maximum, hors r\u00e9f\u00e9rences bibliographiques, avec 5 mots-cl\u00e9s, un titre, la mention de la langue de pr\u00e9sentation, ainsi qu\u2019une courte pr\u00e9sentation de l\u2019auteur&#160;; elles devront clairement \u00e9noncer le cadre th\u00e9orique, la m\u00e9thodologie adopt\u00e9e, et le corpus choisi. Chaque proposition fera l\u2019objet d\u2019une double \u00e9valuation \u00e0 l\u2019aveugle.<\/p>\n<p>Langue \u00e9tudi\u00e9e&#160;: anglais, fran\u00e7ais<\/p>\n<p>Langues du colloque&#160;: anglais, fran\u00e7ais<\/p>\n<p>Langue de la publication&#160;: anglais, fran\u00e7ais<\/p>\n<p>Dur\u00e9e des communications&#160;: 30 minutes de communication, 15 minutes de discussion<\/p>\n<p>Publication&#160;: les communications retenues par le comit\u00e9 \u00e9ditorial \u00e0 l\u2019issue de la journ\u00e9e d\u2019\u00e9tude pourront donner lieu \u00e0 une publication dans un num\u00e9ro sp\u00e9cial de ELADSILDA, la revue du CEL.<\/p>\n<h2>Bibliographie indicative<\/h2>\n<p>AYALON Liat &amp; GEWIRTZ-MEYDAN Ateret,2017, \u201cSenior, mature or single&#160;: A qualitative analysis of homepage advertisements of dating sites for older adults\u201d, Computers<\/p>\n<p>in Human Behavior, 75, 876-882.<\/p>\n<p>BALAZS A. L., 1995, \u201cThe use and image of mature adults in health care advertising (1954-1989)\u201d, Health marketing quarterly, 12(3), 13\u201326.<\/p>\n<p>BARTHES Roland, 1964, \u00ab&#160;Rh\u00e9torique de l\u2019image&#160;\u00bb, Communications, 4&#160;: Recherches s\u00e9miologiques&#160;: 40-51.<\/p>\n<p>BERTHELOT-GUIET Karine, 2013, Paroles de Pub. La vie triviale de la publicit\u00e9, Paris, \u00c9ditions Non standard.<\/p>\n<p>BERTHELOT-GUIET Karine, 2015, Analyser les discours publicitaires, Paris, Armand<\/p>\n<p>Collin.<\/p>\n<p>BONHOMME Marc (Ed.), 2013, \u00ab&#160;Les nouveaux discours publicitaires&#160;\u00bb, SEMEN 36 | 2013&#160;: <a href=\"https:\/\/journals.openedition.org\/semen\/9599\">https:\/\/journals.openedition.org\/semen\/9599<\/a><\/p>\n<p>BRADLEY E. &amp; LONGINO C. F., 2003, \u201cHow older people think about images of aging in advertising and the media\u201d, Generations, the American society on aging, Vol. XXV, n\u00b0 3, 17-21.<\/p>\n<p>CARRIGAN Marylyn &amp; SZMIGIN Isabelle, 2002, Advertising and older consumers&#160;: image and ageism.<\/p>\n<p>CHEVALIER Corinne &amp; MOAL-ULVOAS Gaelle, 2018, \u201cThe use of mature models in advertisements and its contribution to the spirituality of older consumers\u201d, Journal of Consumer Marketing, 10.1108\/JCM-04-2017-2175.<\/p>\n<p>COOK Guy, 2001, Discourse of advertising, New York, NY&#160;: Routledge.<\/p>\n<p>DEBRAY R\u00e9gis, 1991, Cours de m\u00e9diologie g\u00e9n\u00e9rale, Paris, Gallimard.<\/p>\n<p>DUPONT Luc, 2010, \u00ab&#160;Sur la repr\u00e9sentation du vieillissement dans la publicit\u00e9&#160;\u00bb, in LAGAC\u00c9 Martine (dir.), L\u2019\u00e2gisme&#160;: comprendre et changer le regard social sur le vieillissement, Qu\u00e9bec, Presses de l\u2019Universit\u00e9 Laval, 41-58.<\/p>\n<p>EVERAERT-DESMEDT \u00a0\u00a0 Nicole, \u00a0\u00a0 2005, \u00a0\u00a0 \u00ab&#160;\u00c9volution \u00a0\u00a0 du \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 discours publicitaire&#160;\u00bb&#160;:<\/p>\n<p><a href=\"http:\/\/nicole-everaert-semio.be\/PDF\/fr\/evolution_disc_publicite.pdf\">http:\/\/nicole<\/a><a href=\"http:\/\/nicole-everaert-semio.be\/PDF\/fr\/evolution_disc_publicite.pdf\">&#8211;<\/a><a href=\"http:\/\/nicole-everaert-semio.be\/PDF\/fr\/evolution_disc_publicite.pdf\">everaert<\/a><a href=\"http:\/\/nicole-everaert-semio.be\/PDF\/fr\/evolution_disc_publicite.pdf\">&#8211;<\/a><a href=\"http:\/\/nicole-everaert-semio.be\/PDF\/fr\/evolution_disc_publicite.pdf\">semio.be\/PDF\/fr\/evolution_disc_publicite.pdf<\/a><\/p>\n<p>FAIRCLOUGH Norman, 2003, Analysing Discourse. Textual Analysis for Social Research, London.<\/p>\n<p>FEILLET Raymonde, BODIN Dominique &amp; H\u00c9AS St\u00e9phane, 2010, \u00ab&#160;Corps \u00e2g\u00e9 et m\u00e9dias&#160;: entre espoir de vieillir jeune et menace de la d\u00e9pendance&#160;\u00bb, \u00c9tudes de<\/p>\n<p>communication [En ligne], 35 | 2010, mis en ligne le 01 d\u00e9cembre 2012, URL&#160;: <a href=\"http:\/\/journals.openedition.org\/edc\/2283\">http:\/\/journals.openedition.org\/edc\/2283<\/a><\/p>\n<p>FILL Chris, 2002, Marketing Communications&#160;: contexts, strategies and applications, Harlow&#160;: Financial Times Prentice Hall.<\/p>\n<p>FORCEVILLE Charles, 2010, \u201cThe Routledge handbook of multimodal analysis (2009)\u201d, Journal of Pragmatics, 42&#160;: 2604-2608.<\/p>\n<p>FRIEDAN B., 1993, The Fountain of Age, London, Cape Books.<\/p>\n<p>GANTZ Walter, GARTENBERG Howard M., RAINBOW Cindy K., 1980, \u201cApproaching Invisibility&#160;: The Portrayal of the Elderly in Magazine Advertisements\u201d, Journal of Communication, Volume 30, Issue 1, 56\u201360.<\/p>\n<p>GRECO A. J., 1989, \u201cRepresentation of the Elderly in Advertising&#160;: Crisis or Inconsequence\u201d, Journal of Consumer Marketing 6(1), 37\u201344.<\/p>\n<p>GUNTER Barry, 1998, Understanding the Older Consumer, The Grey Market, Routledge.<\/p>\n<p>KAPFERER Jean-No\u00ebl, 1979 (2\u00e8 ed.), Les chemins de la persuasion. Le mode d\u2019influence des m\u00e9dia et de la publicit\u00e9 sur les comportements, Paris&#160;: Dunod.<\/p>\n<p>KATZ S., 1999, \u201cBusy Bodies&#160;: Activity, Aging and the Management of Everyday Life\u201d, Journal of Aging Studies 1(2), 135\u2013152.<\/p>\n<p>KRESS Gunther, 2010, Multimodality, London&#160;: Routledge.<\/p>\n<p>KRESS Gunther &amp; VAN LEEUWEN Theo, 1996, Reading images&#160;: The grammar of visual design, London&#160;: Routledge.<\/p>\n<p>KRESS Gunther &amp; VAN LEEUWEN Theo, 2001, Multimodal discourse&#160;: The modes and media of contemporary communication, London&#160;: Arnold.<\/p>\n<p>LAGAC\u00c9 Martine, 2010, L\u2019\u00e2gisme. Comprendre et changer le regard social sur le vieillissement, Presses universitaires de Laval.<\/p>\n<p>LEGROS Patrick, 2009, \u00ab&#160;Le corps de la vieillesse dans la publicit\u00e9 et le marketing&#160;\u00bb, Magma, Observatorio Processi Comunicativi (Catania \u2013 Italy), vol. 7, n\u00b03, 30-44.<\/p>\n<p>LIPOVETSKY Gilles, 2004, Les temps hypermodernes, Paris, Grasset.<\/p>\n<p>MACHIN David, 2013, \u201cIntroduction&#160;: What is multimodal critical discourse studies&#160;?\u201d, Critical Discourse Studies, Vol.10, No. 4&#160;: 347-355.<\/p>\n<p>MAINGUENEAU Dominique, \u00ab&#160;Pertinence de la notion de formation discursive en analyse de discours&#160;\u00bb, Langage et soci\u00e9t\u00e9, 2011\/1, n\u00b0 135, 87-99. <a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">https:\/\/www.cairn.info\/revue<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">&#8211;<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">langage<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">&#8211;<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">et<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">&#8211;<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">societe<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">&#8211;<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">2011<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">&#8211;<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">1<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">&#8211;<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">page<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">&#8211;<\/a><a href=\"https:\/\/www.cairn.info\/revue-langage-et-societe-2011-1-page-87.htm\">87.htm<\/a><\/p>\n<p>MESSARIS Paul, 1997, Visual Persuasion&#160;: The Role of Images in Advertising, SAGE Publications.<\/p>\n<p>MOSBERG IVERSEN Sara &amp; WILI\u0143SKA Monika, 2019, \u201cAgeing, old age and media&#160;: Critical appraisal of knowledge practices in academic research\u201d, International Journal of Ageing and Later Life, 10.3384\/ijal.1652-8670.18441, 1-29.<\/p>\n<p>OGNJANOV Galjina, 2017, \u201cElderly consumers existent or not&#160;?&#160;: Portrayal of consumers 65+ in print ads in Serbia\u201d, Marketing, 48, 4, 183-188.<\/p>\n<p>P\u00c9REZ SOBRINO Paula, 2017, Multimodal Metaphor and Metonymy in Advertising, John Benjamins.<\/p>\n<p>PETERSON Robin T., 1992, \u201cThe depiction of senior citizens in magazine<\/p>\n<p>advertisements&#160;: A content analysis\u201d\u201d, Journal of Business Ethics, volume 11, 701\u2013 706.<\/p>\n<p>PLANTIN Christian, 1996, L\u2019argumentation, \u2018M\u00e9mo\u2019, Paris&#160;: Seuil.<\/p>\n<p>PRICKEN Mario, 2004, Creative advertising&#160;: ideas and techniques from the world\u2019s best campaigns, London&#160;: Thames &amp; Hudson.<\/p>\n<p>RIOU Nicolas, 1999, Pub Fiction. Soci\u00e9t\u00e9 postmoderne et nouvelles tendances publicitaires, Paris&#160;: \u00c9ditions d\u2019Organisation.<\/p>\n<p>ROSENTHAL \u00a0\u00a0\u00a0\u00a0 Benjamin, \u00a0\u00a0\u00a0\u00a0 CARDOSO \u00a0\u00a0\u00a0 Flavia \u00a0\u00a0\u00a0\u00a0 &amp; \u00a0\u00a0 ABDALLA \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Carla, \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 2020,<\/p>\n<p>\u201c(Mis)Representations of older consumers in advertising&#160;: stigma and inadequacy in ageing societies\u201d, Journal of Marketing Management, 1-25.<\/p>\n<p>SHAVITT S., LOWERY P. &amp; HAEFNER J., 1998, \u201cPublic Attitudes Toward Advertising&#160;: More Favorable Than You Might Think\u201d, Journal of Advertising Research 38(4), 7\u2013<\/p>\n<p>22.<\/p>\n<p>SUDBURY-RILEY Lynn, 2006, \u201cThe Invisible Majority&#160;? Older Models in UK Television Advertising\u201d, International Journal of Advertising 25, 87-106.<\/p>\n<p>SUDBURY-RILEY Lynn, 2016, \u201cThe baby boomer market maven in the United Kingdom&#160;:<\/p>\n<p>an experienced diffuser of marketplace information\u201d, Journal of Marketing Management, 32, 7-8, 716-749.<\/p>\n<p>URSIC Anthony C., URSIC Michael L. &amp; URSIC Virginia L., \u201cA Longitudinal Study of the Use of the Elderly in Magazine Advertising\u201d, Journal of Consumer Research, Volume 13, Issue 1, June 1986, 131-133.<\/p>\n<p>WALKER M. M. &amp; MACKLIN C. M., 1992, \u201cThe Use of Role-Modeling in Targeting Advertising to Grand- parents\u201d, Journal of Advertising Research 32(4), 37\u201344.<\/p>\n<p>WILLIAMS Angie, YL\u00c4NNE Virpi, WADLEIGH Paul Mark &amp; CHEN Chin-Hui, 2010, \u201cPortrayals of older adults in UK magazine advertisements&#160;: Relevance of target audience\u201d, Communications 35(1), 1-27.<\/p>\n<p>WHITELAW N.A., 2000, \u201cMyths and Realities of Aging 2000\u201d, Gerontologist 40(14), 370.<\/p>\n<p>WOLFE D. B., 1992, \u201cThe Key to Marketing to Older Consumers\u201d, Journal of Business Strategy 13(6), 14\u201318.<\/p>\n<h1>Comit\u00e9 scientifique<\/h1>\n<ul>\n<li>Karine <strong>B<\/strong><strong>ERTHELOT-G<\/strong><strong>UIET<\/strong> (Celsa Sorbonne Universit\u00e9 \u2013 GRIPIC)<\/li>\n<li>Erik <strong>B<\/strong><strong>ERTIN<\/strong> (Sciences Po \u2013 CeRes Universit\u00e9 de Limoges)<\/li>\n<li>Marc <strong>B<\/strong><strong>ONHOMME<\/strong> (Universit\u00e9 de Berne, Suisse)<\/li>\n<li>Lucile <strong>B<\/strong><strong>ORDET<\/strong> (Universit\u00e9 de Lyon, Jean Moulin Lyon 3, France \u2013 CEL)<\/li>\n<li>Muriel <strong>C<\/strong><strong>ASSEL-P<\/strong><strong>ICCOT <\/strong>(Universit\u00e9 de Lyon, Jean Moulin Lyon 3, France \u2013 CEL)<\/li>\n<li>Nathalie <strong>D<\/strong><strong>ELEY<\/strong> (Universit\u00e9 de Lyon, Universit\u00e9 Jean Monnet, France \u2013 ELICO)<\/li>\n<li>Gustavo <strong>G<\/strong><strong>OMEZ-M<\/strong><strong>EJIA <\/strong>(Universit\u00e9 de Tours \u2013 PRIM)<\/li>\n<li>Denis <strong>J<\/strong><strong>AMET<\/strong> (Universit\u00e9 de Lyon, Jean Moulin Lyon 3, France &amp; University of Arizona, USA \u2013 CEL)<\/li>\n<li>Patrick <strong>L<\/strong><strong>EGROS<\/strong> (Universit\u00e9 de Tours)<\/li>\n<li>Caroline <strong>M<\/strong><strong>ARTI<\/strong> (Celsa Sorbonne Universit\u00e9 \u2013 GRIPIC)<\/li>\n<li>Philippe <strong>M<\/strong><strong>ILLOT<\/strong> (Universit\u00e9 de Lyon, Jean Moulin Lyon 3, France \u2013 CEL) &#8211; \u00a0\u00a0\u00a0\u00a0\u00a0 Adrian <strong>S<\/strong><strong>TAII<\/strong> (Universit\u00e9 de Lyon, Jean Moulin Lyon 3, France \u2013 ELICO)<\/li>\n<\/ul>\n<h1>Comit\u00e9 d\u2019organisation<\/h1>\n<ul>\n<li>Thomas <strong>B<\/strong><strong>IHAY<\/strong> (docteur en sciences de l\u2019information et de la communication)<\/li>\n<li>Lucile <strong>B<\/strong><strong>ORDET<\/strong> (Universit\u00e9 de Lyon, Jean Moulin Lyon 3, France \u2013 CEL)<\/li>\n<li>Muriel <strong>C<\/strong><strong>ASSEL-P<\/strong><strong>ICCOT <\/strong>(Universit\u00e9 de Lyon, Jean Moulin Lyon 3, France \u2013 CEL)<\/li>\n<li>Nathalie <strong>D<\/strong><strong>ELEY<\/strong> (Universit\u00e9 de Lyon, Universit\u00e9 Jean Monnet, France \u2013 ELICO)<\/li>\n<li>Denis <strong>J<\/strong><strong>AMET<\/strong> (Universit\u00e9 de Lyon, Jean Moulin Lyon 3, France &amp; University of Arizona, USA \u2013 CEL)<\/li>\n<\/ul><\/div>\n<div class=\"zn-singledetail-partners\">\n<h3 class=\"zn-singledetail-section-title\">Partenaires<\/h3>\n<div class=\"zn-singledetail-partners-list row small-up-2 medium-up-3 large-up-5 partnerlist\" data-equalizer data-equalize-on=\"medium\">\n<article class=\"summarypartner column\">\n<div class=\"summarypartner-box\" title=\"Centre d'Etudes Linguistiques\">\n<div class=\"summarypartner-box-inner\" data-equalizer-watch>\n<div class=\"summarypartner-imgbox\">\n<figure class=\"summarypartner-figure\">\n\t\t\t\t\t<img decoding=\"async\" class=\"summarypartner-img\" src=\"\/\/www.sfsic.org\/wp-inside\/themes\/sfsic.org\/assets\/images\/default-640x640.png\" alt=\"\" data-interchange=\"[\/\/www.sfsic.org\/wp-inside\/themes\/sfsic.org\/assets\/images\/default-640x640.png, small],\"><br \/>\n\t\t\t\t\t\t\t\t\t<\/figure>\n<\/p><\/div>\n<div class=\"summarypartner-content\">\n<div class=\"summarypartner-content-inner\">\n<header class=\"summarypartner-header\">\n<h3 class=\"summarypartner-title\">\n\t\t\t\t\t\t\tCentre d&#8217;Etudes Linguistiques\t\t\t\t\t\t<\/h3>\n<\/header><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/article>\n<article class=\"summarypartner column\">\n<div class=\"summarypartner-box\" title=\"Universit\u00e9 de Lyon\">\n<div class=\"summarypartner-box-inner\" data-equalizer-watch>\n<div class=\"summarypartner-imgbox\">\n<figure class=\"summarypartner-figure\">\n\t\t\t\t\t<img decoding=\"async\" class=\"summarypartner-img\" src=\"\/\/www.sfsic.org\/wp-inside\/themes\/sfsic.org\/assets\/images\/default-640x640.png\" alt=\"\" data-interchange=\"[\/\/www.sfsic.org\/wp-inside\/themes\/sfsic.org\/assets\/images\/default-640x640.png, small],\"><br \/>\n\t\t\t\t\t\t\t\t\t<\/figure>\n<\/p><\/div>\n<div class=\"summarypartner-content\">\n<div class=\"summarypartner-content-inner\">\n<header class=\"summarypartner-header\">\n<h3 class=\"summarypartner-title\">\n\t\t\t\t\t\t\tUniversit\u00e9 de Lyon\t\t\t\t\t\t<\/h3>\n<\/header><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/article>\n<article class=\"summarypartner partner-5934 column\">\n\t<a class=\"summarypartner-box\" href=\"https:\/\/elico-recherche.msh-lse.fr\/\" title=\"ELICO &#8211; \u00c9quipe de recherche de Lyon en sciences de l\u2019Information et de la Communication\">\t\t<\/p>\n<div class=\"summarypartner-box-inner\" data-equalizer-watch>\n<div class=\"summarypartner-imgbox\">\n<figure class=\"summarypartner-figure\">\n\t\t\t\t\t<img decoding=\"async\" class=\"summarypartner-img\" src=\"https:\/\/www.sfsic.org\/wp-inside\/uploads\/skp-membership\/demande_adh\/logo-elico-horizontal1-320x122.jpg\" alt=\"Logo ELICO\" ><br \/>\n\t\t\t\t\t\t\t\t\t<\/figure>\n<\/p><\/div>\n<div class=\"summarypartner-content\">\n<div class=\"summarypartner-content-inner\">\n<header class=\"summarypartner-header\">\n<h3 class=\"summarypartner-title\">\n\t\t\t\t\t\t\tELICO &#8211; \u00c9quipe de recherche de Lyon en sciences de l\u2019Information et de la Communication\t\t\t\t\t\t<\/h3>\n<p class=\"summarypartner-acronym\">\n\t\t\t\t\t\t\tELICO\t\t\t\t\t\t<\/p>\n<\/header><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/a><\/article>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"zn-singledetail-keywords\">\n<h3 class=\"zn-singledetail-section-title\">Mots-cl\u00e9s<\/h3>\n<ul class=\"termslist termslist-post_tag\">\n<li class=\"termslist-item termslist-title\"><span class=\"termslist-titletxt\">Mots-cl\u00e9s<\/span><span class=\"doubledot\"><\/span><\/li>\n<li class=\"termslist-item tax-post_tag term-age\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/tag\/age\/\" title=\"\u00c2ge\"><span class=\"termslist-itemname\">\u00c2ge<\/span><\/a><\/li>\n<li class=\"termslist-item tax-post_tag term-publicite\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/tag\/publicite\/\" title=\"Publicit\u00e9\"><span class=\"termslist-itemname\">Publicit\u00e9<\/span><\/a><\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- \/fxzn:singledetail --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mis en ligne le 20 mars 2021 Informations \u00e9dit\u00e9es \u00e0 partir d\u2019une annonce Calenda. Th\u00e9matiques Communication et organisations Images, cin\u00e9ma, m\u00e9dias audiovisuels et industries culturelles R\u00e9ponse attendue pour le 31\/05\/2021 [&hellip;]<\/p>\n","protected":false},"author":957,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29,58],"tags":[457,81],"thematique":[37,35],"sfsic":[],"class_list":["post-16294","post","type-post","status-publish","format-standard","hentry","category-aac-evenement","category-journee-etude","tag-age","tag-publicite","thematique-communication-organisations","thematique-images-cinema-medias-audiovisuels-et-industries-culturelles","wp-sticky"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La \u00ab force grise \u00bb dans les discours publicitaires marchands et non marchands<\/title>\n<meta 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