Une nouvelle voie pour la communication publicitaire : confrontation du message linguistique des annonces aux criteres d efficacite de l ecriture
Institution:
Paris 4Disciplines:
Directors:
Abstract EN:
The thesis stems from the observed important gap between the visibility rate and the reading rate in advertisements for high involvement products whose bodycopy is relatively long. We also observed the copywriters' ingnorance of or resistance to psycholinguistic and neurolinguistic rules contributing to copy effectiveness. Therefore, the demonstration carried out is that, by applying those rules, the advertisements concerned have more impact on the reader. The advertising effects for which the demonstration is both discriminating and accurate are readibility and credibility. Attractiveness is also a discriminating criterion but was not entirely valitated. Memorization was neither discriminating not well demonstrated. On the contrary, understanding was well demonstrated but was not found discriminating. We succeeded in isolating effectiveness criteria accelerating both seeked and demonstrated effects and make it easier to start reading the bodycopy and increase credibility and acceptation by the reader. Recommendations to the professionals concern mainly three systematically underrated criteria : personalized structure, headline mechanism leading to copy being read and the affective load of topics and words. It is the bodycopy macrostructure that should benefit the most research in coming years.
Abstract FR:
La these part du tres fort decrochement observe dans la presse economique entre le taux de visibilite et le taux de lecture dans des annonces publicitaires pour des produits a haute implication dont la copie est relativement longue. Observant aussi la non-connaissance ou la resistance des creatifs aux regles psycholinguistique et neurolinguistique qui regissent l efficacite d un texte, la demonstration sera faite qu en appliquant ces regles, les textes publicitaires concernes ont un meilleur impact sur le lecteur. Les effets publicitaires pour lesquels la demonstration s avere a la fois discriminante et juste sont la lisibilite et la credibilite. L agrement, critere egalement discriminant, n a pus etre valablement demontre. La memorisation, elle, s est averee ni discriminante ni vraiment demontree. Par contre, la comprehension, tres bien demontree, s avere de fait non discriminante. Nous avons reussi a isoler les criteres d efficacite accelerateurs des effets a la fois recherches et demontres qui facilitent la lecture de la copie et augmentent sa credibilite et son acceptation. Les recommandations a la profession s orientent surtout vers troiscriteres systematiquement sous-evalues : la personnalisation de la structure, le mecanisme de l accroche qui conduit a la lecture de l annonce, et la charge affective des themes et des mots. C est sur la macrostructure du texte publicitaire que peuvent notamment se porter les recherches dans l avenir