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Publicité et territoires : Une analyse comparative de la publicité transnationale en France et en Italie

Abstract : Recent decades have seen profound changes in the relationship between the local, national and worldwide contexts. Traditional geopolitical boundaries are becoming more and more porous, and the complex web of territorial interconnections is more conspicuous than ever. The advertising sector has been strongly affected by the transformations occurring in the geography of markets and cultures. This study focuses on the structural rationale behind the strategies and organisation of the advertising industry on a transnational scale. It endeavours to demonstrate that transnational advertising – as an industry and as an ensemble of strategies and messages – is characterised by constant interactions between the economic pressures that encourage standardisation and the national socio-cultural differences that imply diversification. The analysis is twofold. First, the text traces the expansion of the advertising industry beyond national boundaries. The author examines the forms that this expansion has taken in France and in Italy and analyses the development of the theories and techniques of transnational advertising that have been elaborated by professionals. Secondly, the analysis looks at the ways in which transnational advertising messages have been adapted to fit different national contexts. The comparison of a group of commercials transmitted in France and Italy fir mass-consumer goods distributed in both countries shows that transnational advertising doesn’t escape territorial constraints. On the contrary, it assimilates territorial differences to the point of making them part of its discourses.
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https://hal.univ-lille3.fr/tel-01257359
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Simona de Iulio. Publicité et territoires : Une analyse comparative de la publicité transnationale en France et en Italie. Sciences de l'information et de la communication. Université Stendhal Grenoble 3, 1999. Français. ⟨tel-01257359⟩

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