DES THÉORIES ANTI-CAPITALISTES ET DES PRATIQUES CAPITALISTES. LA RÉCUPÉRATION DES IDÉES CRITIQUES PAR LE MARKETING ET LA PUBLICITÉ

Abstract

This article emphasizes that critical scholars’ theories and critical essayists’ ideas – principally marxists – are mainly taken over by the marketing and advertising designers, in order to promote market productions. Advertising attempts aiming at reconciling the conservatism and revolutionary tendencies are often crowned with success. The diversion of leftist symbols and the use of subcultural practices by advertising industry, and the marketing development around ethical and moral responsibility – environmental consideration, humanitarian altruism, fair trade – of the world of business, stress this theoretical antinomic logic.