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Le parfum dans l'affiche publicitaire

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Le parfum dans l'affiche publicitaire

  1. 1. Introduction I. Eléments d’une annonce publicitaire pour le parfum II. Comment analyser une affiche publicitaire? III. Quelques cas pratiques Conclusion 2
  2. 2. Le parfum est le produit qui fait le plus appel à la créativité des publicitaires. Tout simplement parce qu’une odeur ne peut pas (encore) ressortir d’un spot TV, de la radio ou d’une affiche. Pour le promouvoir il faut faire appel à l’imagination des spectateurs, et créer un univers pour chaque parfum à travers son nom, son flacon et surtout sa communication. 3
  3. 3. Eléments d’une annonce publicitaire pour le parfum La publicité joue sur différents aspects pour créer un univers propre à chaque parfum: 4
  4. 4. Certains parfums portent des noms qui décrivent:  un type d’odeur, un type de rêverie, un type de fonction, un type de personnalité. 5
  5. 5. Le flacon est l’identification visuelle du parfum, son logotype en quelque sorte. Les formes du flacon s’avèrent révélatrices d’un parfum féminin, d’un parfum masculin et même d’une odeur. 6
  6. 6. l'égérie et le parfum ont des valeurs et des atouts en commun et sont extrêmement liés . 7
  7. 7. En utilisant la lumière, le décor intérieur ou extérieur ou certaines références olfactives, les créatifs peuvent laisser transparaître une odeur. 8
  8. 8. Certaines couleurs sont associées à des odeurs et des saveurs: le rose serait souvent perçu comme sucré, le jaune comme piquant et l’orange comme poivré. 9
  9. 9. les textes des publicités pour le parfum sont de type informatif ou rhétorique 10
  10. 10. Comment analyser une affiche publicitaire? Nature de l’image (photo, dessin, peinture...) Format de l’image (portrait ou paysage) Profondeur des champs Les couleurs Les lignes de lecture (ligne de force et ligne directrice) Description 11
  11. 11. Choix de la nature de l’image Choix de la prise de vue Choix de l’échelle Signification des lignes de lecture Signification générale des couleurs et thèmes abordés Comment analyser une affiche publicitaire? Interprétation 12
  12. 12. Le message principal le message secondaire. Le sens que vous avez retenu de l’œuvre . Comment analyser une affiche publicitaire? 13 Impression personnelle
  13. 13. Quelques cas pratiques 14
  14. 14. Cas N° 1 15
  15. 15. Cas N° 2 16
  16. 16. Cas N° 3 17
  17. 17. Cas N° 4 18
  18. 18. L’affiche publicitaire ne reflète pas seulement le parfum comme produit mais également l’esprit créatif de toute une équipe qui y met tout son savoir pour captiver l’attention des clients ou des prospects. 19

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