L’objet de valeur de l’enfance dans les supports publicitaires des marques de mobilier

Cristina Badulescu () and Valérie-Inés de la Ville ()
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Cristina Badulescu: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université, Axe 2 (2017-2021) : "Vulnérabilités et risques" (MSHS Poitiers) - MSHS de Poitiers - Maison des sciences de l'homme et de la société de Poitiers - UP - Université de Poitiers = University of Poitiers - CNRS - Centre National de la Recherche Scientifique
Valérie-Inés de la Ville: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université, Axe 2 (2017-2021) : "Vulnérabilités et risques" (MSHS Poitiers) - MSHS de Poitiers - Maison des sciences de l'homme et de la société de Poitiers - UP - Université de Poitiers = University of Poitiers - CNRS - Centre National de la Recherche Scientifique

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Abstract: The analysis of a corpus of 350 newspaper advertisements, commercial websites and catalogue images of children's furniture brands, reveals a tendency not to portray the child in two third of the cases. Questioning this paradox leads to examine the discursive strategies that allow an implicit depiction of the child in the image. Drawing on semiotic structural analysis (Greimas, 1987), this paper highlights the multi-layered semiotic process used to frame the meaning conveyed to the parent-child hybrid consumer. Beyond the meaning production forms that advertising imaginary worlds deploy, the analysis opens a reflection nurtured by the semiotics of emotions (Greimas et Fontanille, 1991) to question the emotional and affective potentialities suggested by the adverts that lead the parent to imagine his / her child's living within the material space of the bedroom.

Keywords: Marketing; Structural semiotics; Semiotics of emotions; Children’s furniture; Advertising; Sémiotique structurale; Publicité; Sémiotique des passions; Mobilier Enfant (search for similar items in EconPapers)
Date: 2018
Note: View the original document on HAL open archive server: https://hal.science/hal-01627586v1
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Published in Jeunes et médias, les cahiers francophones de l'éducation aux médias, 2018, 9, pp.55-67

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01627586

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