DE LA « PUBLICITÉ SOCIALE » : LORSQUE LES MARQUES COMMUNIQUENT SUR « LA LUTTE CONTRE LES DISCRIMINATIONS » ET LA « PROMOTION DE LA DIVERSITÉ »

Abstract

This article examines the discourse of mainstream commercial brands that chose to communicate on « social diversity » and « fighting discriminations ». The semiotic and rhetorical analysis of recent cases will show that advertising campaigns appropriating topics usually endorsed by institutional or activist discourse often encounter a paradox: the stereotypical dimension of advertising discourse. How can such a stereotypical discourse as advertisement pretend to fight stereotypes and discriminations ? We will explore the enunciation’s compatibility between the brand as enunciator, advertising discourse and activist discourse.