La communication publicitaire sur le marché français b2b

Louise Vinding

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• Publié par: equzyzuq
• Nombre de lectures: 117
• Langue: Français

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La communication publicitaire sur le marché français b2b L’argumentation par le pathos dans   les annonces publicitaires business to business

Écrit par Louise Sloth Vinding Licenciée de Communication et de Français École des Hautes Études Commerciales d’Aarhus   Mai 2010

Abstract The business-to-business and business-to-consumer markets, abbreviated b2b and b2c, respectively, have distinct characteristics with respect to market communication. The b2b market is commonly considered a rational, economical and convincing approach, while the b2c market exploits the emotional, passionate and personal level of the consumer. However, this clear distinction between the market communications has been challenged in this thesis with the hypothesis that the b2b market accommodates means of persuasion from the b2c market on the advertising front. To support this hypothesis an analytical model has been established based on: (1) the work by Frandsen, Johansen and Ellerup Nielsen, who claim that the advertising fieldcan be characterized by lingual attributes such as the text’s structure which have compulsory and facultative elements; (2) the utilization of appeal forms e.g. logos, ethos and pathos as described by Herman and Lugrin, and (3) how pathos is expressed in rhetoric strategies, for instance by visual features, verbal details and wording-depiction relations, illustrated by three b2c advertisements. The model consequently enables an identification of appeal features, their features and the rhetoric strategy exploited in advertisements.  Initially a report is given on the characteristics of the b2b market addressing the changes during very recent years with documentation on how focused branding, decreased bulk and increased emotional over rational/economical marketing revamp. Intelligence from two Danish companies, Lindberg International and Blue Business A/S reveal that their b2b marketing advances by employed b2c surveillance. They concur that b2b clients progressively reach rational, economical; nevertheless, also emotional decisions when clinching a business deal. Conclusively, their b2b market communication is seeking to adapt to a number of b2c traits for a gain in efficiency.  With the demonstrated market tendencies the analytical model has been applied on seven b2b advertisements from the French economical, periodical Capital. Capital was chosen for its known multitude of national and international economic themes and for the personal interest in general of the French market and culture. The model analysis of Capitals advertisements agree with the strategies exhibited by Lindberg International and Blue Business A/S. A clear tendency of exploiting pathos in the attention generating elements of the advertisements is corroborated, mainly by the visual stimuli

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and phrases. Logos are primarily availed to highlight product advantages by verbal strategies, while the ethos appeal manifests itself infrequently. Indisputably, when applying the model analysis on the advertisements presented here, logos and pathos are the main appeals, with the latter being the dominant source for attention as it materializes visually. This paradigm shift in the b2b market communication readily allows for implementation of b2c strategies, however, it is believed that a vast number of interesting and novel tactics will emerge.  

   

       

   

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