LES PRODUITS ET LES MARQUES DANS LES FILMS UN PROCESSUS D’INSERTION SYMBOLIQUE ET COMMUNICATIONNEL

Abstract

In this article, we will focus on how advertising inserts surface in film diegeses both on a symbolic and communicational level. Thanks to the placement of products and brands, the director quickly conveys information to his audience. Indeed, he uses the identity values of the brand, seizes them with his movie and presumes that they are going to be understandable to the spectators. Thus, we will show that inserting products and film brands is an efficient plan which, for the director, corresponds to a communication practice and to a series of semiotic mediations.