| Titre | A propos du mythe publicitaire | |
|---|---|---|
| Auteur | Pierre Kende | |
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Revue | Revue Française de Sociologie |
| Numéro | 1969, 10-3 | |
| Page | 312-317 | |
| Résumé anglais |
Pierre Kende : The advertising myth.
On the macro-economic scale (growth, consumption, economic cycle) advertising does not seem to have any of the influences of which it is credited. It is true that the economist considers advertising expenses as synonymous with advertising action; however, two screens separate the first from the second: the media and the message. Advertising is primarily communication and therefore, it is not absurd to think that its efficiency is essentially related to the content of the « message ». Compared study of European markets shows that advertising expenditure is a relatively stable structural factor; it depends on the form of competition, rhythm of innovation, tyoe of distribution etc. and perhaps also on certain cultural habits. Source : Éditeur (via Persée) |
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| Article en ligne | http://www.persee.fr/web/revues/home/prescript/article/rfsoc_0035-2969_1969_num_10_3_1544 |
