Quelle légitimité à communiquer pour les candidats à l'élection présidentielle française: le cas de la communication sur l'environnement en 2007

Sonia Capelli () and William Sabadie ()
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Sonia Capelli: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
William Sabadie: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: Political marketing is more and more influenced by commercial advertisement practices. In this article, we use the Advertising Legitimacy Model (ALM) to analyze the case of the 2007 French presidential election. We compare two attention-getting processes (humor and threat) for three candidates advocating for environmental causes. Our results show that the three legitimacy facets (intent legitimacy, tactics legitimacy, and practice legitimacy) impact audience attitude and particularly their vote intention.

Keywords: political marketing; legitimacy; political advertising; persuasion; marketing politique; légitimité; communication politique; persuasion publicitaire (search for similar items in EconPapers)
Date: 2009-01-01
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Published in Revue Française du Marketing, 2009, 4/5 (224), pp.21-34

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00467964

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