COMMUNICATION TERRITORIES OF BRANDS AND UNDERCOVER ADVERTISING. THE CASE OF THE BUSINESS LAW FIRMS

Abstract

To adapt to the commodification of law and the profound changes in their environment, the business law firms, which now constitute an essential component of the French legal profession, have progressively become legal services companies. Driven by economic profitability, they develop brand strategies to differentiate themselves in a competitive market and reduce uncertainty related to the quality of service provided. As in other sectors of economic activity, these brands undertake, in addition to traditional advertising, an undercover advertising communication. This article highlights their methods and motivations for appropriating media and cultural devices that relegate their commercial aims to the background.