Marque et Contes de Fées: congruence ou divergence sémantique?: Implications pour l'Image de Marque (Omn.Univ.Europ.) - Image 1

£82.00

OmniScriptum Marque et Contes de Fées: congruence ou divergence sémantique?: Implications pour l'Image de Marque (Omn.Univ.Europ.)

Name: Marque et Contes de Fees: congruence ou divergence semantique?: Implications pour l'Image de Marque (Omn.Univ.Europ.)
Brand: OmniScriptum
Price: 82.0 GBP
Availability: InStock

Business & Economic History

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Description

Le Marketing utilise régulièrement les Contes de Fées. Que ces rapprochements prennent la forme d’une publicité, d’un produit ou de référentiels au travers du packaging, le conte n’a cessé de recouvrir des formes différentes. Pourtant, ce genre littéraire dispose de particularismes forts et d’une adaptation culturelle très marquée. Dès lors, le questionnement d’une telle association mérite d’être posé. L’objectif de cet écrit est d’explorer l’impact de la congruence ou de la divergence sémantique des concepts de Marque et de Contes de Fées sur l’image de Marque dans différents contextes culturels. Pour obtenir des réponses, des sujets francophones et anglophones ont été rencontrés dans le cadre d’entretiens individuels. Les principaux résultats obtenus rendent compte de l’existence de terreaux sémantiques propres aux deux concepts, n’ayant pas d’incidence sur l’image de Marque. Par ailleurs, la confrontation des sujets francophones et anglophones souligne que l’homogénéisation des Contes de Fées au niveau international permettrait de conserver une campagne de communication d’un pays à un autre.

Product Specifications

Brand: OmniScriptum
Format: paperback
ASIN: 6131566577
Category: Books > Subjects > Business, Finance & Law > Biographies & Histories > Business & Economic History
Domain: Amazon UK
Release Date: 22 December 2011
Listed Since: 30 March 2011

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OmniScriptum Marque et Contes de Fées: congruence ou divergence sémantique?: Implications pour l'Image de Marque (Omn.Univ.Europ.)

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