NOS VALEURS INDIVIDUELLES : DES RÉFÉRENTS POUR LA PERCEPTION DE MESSAGES PUBLICITAIRES

Abstract

organized system in the human mind, the values are result of cultural and social influences. Integrated by each one of us, the individual values contain an abstract and normative character ; they are compared to cultural schemes, to conceptions of the world. In the advertising process, the system of individual values will play the role, initially, of a perceptual filter. The results of the survey, testing four ads (informative vs emotional) of unknown brand, illustrate the contribution of individual values in the development of the attitude toward the ad and the attitude toward the brand, for any given advertisement. They also prove that it is important for advertisers to ensure the consistency or non-consistency of the meaning carried by the elements of the advertisement and the values of the recipient, within the terms of reference of advertising pre-tests or/and post-tests, to persuade him better.