Le vert est-il à moitié vide ou à moitié plein ?

Kévin Bideaux ()
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Kévin Bideaux: LEGS - Laboratoire d'Etudes de Genre et de Sexualité - UP8 - Université Paris 8 - UPN - Université Paris Nanterre - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article analyzes the evolution of visual codes used in the marketing of vegetarian and vegan products—grouped here under the label "veggie"—in Western Europe and North America. Drawing on a corpus of packaging, advertising campaigns, and graphic identities, it shows how color operates as a strategic lever in constructing the imaginaries associated with veggie food. Long centered on green as a symbol of naturalness and ethics, veggie marketing has expanded to other hues—red, pink, yellow, purple, black, and more—in a logic of sensory seduction and commercial normalization. This chromatic shift is accompanied by the gradual disappearance of vegan signs explicitly denoting the exclusion of animal products—antispeciesist vocabulary, animal symbols, activist slogans—in favor of a more inclusive and hedonistic language. While this evolution contributes to making veggie marketing more desirable, it also raises questions about the dilution of its political message within branding logics. Far from being neutral, color emerges here as an operator of compromise between activist heritage and capitalist integration.

Keywords: vegetarianism; veganism; food; design; packaging; visual identity; color symbolism; consumption; ethics; capitalism; aestheticization; politics; imaginary; color; marketing; identité visuelle; couleur; végétarisme; véganisme; alimentation; emballage; symbolique des couleurs; consommation; éthique; capitalisme; esthétisation; politique; imaginaire (search for similar items in EconPapers)
Date: 2025-11
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Published in DOC.EU REVISTA CU PROFIL ACADEMIC, 2025, 9 (11), p. 7-16

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05344611

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