Le moule ou le miroir ? Dix ans de publicité télévisée en France

Christophe Benavent () and Bruno Chaves Ferreira ()
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Christophe Benavent: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Bruno Chaves Ferreira: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: The aim of this contribution is to study the evolution of major advertising themes in a corpus of 50,000 concepts over a period of 10 years using a structural topic method (STM). This study is part of the historical perspective of the antagonistic theories of advertising, that of the mirror and that of modeling. It highlights the effects of agendas, emphasizing that advertising is a production process that is attentive to changes and agendas.

Date: 2023-09-07
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Published in 22e Colloque sur le Marketing Digital, Sep 2023, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05774543

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