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

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.
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Submitted on : Friday, October 26, 2018 - 10:00:37 AM
Last modification on : Thursday, May 12, 2022 - 3:39:42 PM
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  • HAL Id : hal-01627586, version 1


Cristina Badulescu, Valérie Inés Demerson de La Ville. L’objet de valeur de l’enfance dans les supports publicitaires des marques de mobilier. Jeunes et médias, les cahiers francophones de l'éducation aux médias, Publibook, 2018, pp.55-67. ⟨hal-01627586⟩



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