LES MARQUES, ACTEURS CULTURELS - DÉPUBLICITARISATION ET VALEUR SOCIALE AJOUTÉE

Abstract

Brands always have a link with social and cultural practices, but now they have assumed entirely an identity as cultural actor in a euphemism for their market intentions. This article describes a paradoxical ‘dépublicitarisation’ (under-cover advertising) that makes the message of brands public without making them look like advertising. Two examples are examined in detail: the media appropriation of brands, capturing media qualities by adopting their forms (newspapers, movies, etc.), and the creation of events in the public space. By re-qualifying themselves as cultural actors, brands aspire to transform their target audiences to maximize the social value of their market offer.