{"id":4181,"date":"2015-08-31T07:32:20","date_gmt":"2015-08-31T05:32:20","guid":{"rendered":"http:\/\/ozinzen.com\/blog\/?p=4181"},"modified":"2016-03-10T07:30:39","modified_gmt":"2016-03-10T06:30:39","slug":"campagne-publicitaire-et-scandale-volontaire","status":"publish","type":"post","link":"https:\/\/ozinzen.com\/blog\/campagne-publicitaire-et-scandale-volontaire\/","title":{"rendered":"Campagne publicitaire et scandale volontaire"},"content":{"rendered":"<p style=\"text-align: justify;\"><a href=\"http:\/\/ozinzen.com\/blog\/wp-content\/uploads\/2015\/08\/publicite-anti-gros.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4188\" src=\"http:\/\/ozinzen.com\/blog\/wp-content\/uploads\/2015\/08\/publicite-anti-gros.jpg\" alt=\"publicite anti gros\" width=\"1200\" height=\"505\" srcset=\"https:\/\/ozinzen.com\/blog\/wp-content\/uploads\/2015\/08\/publicite-anti-gros.jpg 1200w, https:\/\/ozinzen.com\/blog\/wp-content\/uploads\/2015\/08\/publicite-anti-gros-300x126.jpg 300w, https:\/\/ozinzen.com\/blog\/wp-content\/uploads\/2015\/08\/publicite-anti-gros-1024x431.jpg 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Certains publicitaires utilisent la psychologie des foules pour faire parler des marques de leurs clients.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Le principe est de cr\u00e9er un scandale quelconque afin d&rsquo;avoir de la publicit\u00e9 n\u00e9gative.<\/span><!--more--><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Cette publicit\u00e9 n\u00e9gative donne un r\u00e9sultat positif au final, car de nombreux messages sur les r\u00e9seaux sociaux et articles dans la presse peuvent multiplier par 1000 la notori\u00e9t\u00e9 d&rsquo;une marque peu connue.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">A contrario, ces campagnes provocatrices peuvent avoir des r\u00e9sultats n\u00e9gatifs pour les marques extr\u00eamement connues, comme Mcdo ou Coca-cola.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Dernier exemple de pol\u00e9mique en date : une pub pour une\u00a0une salle de sport low cost.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><a href=\"http:\/\/madame.lefigaro.fr\/societe\/vous-etes-moches-vous-etes-grosses-payez-19eur90-et-soyez-juste-moches-ou-la-publicite\" target=\"_blank\">Un article du Figaro.<\/a><\/span><\/p>\n<blockquote><p><span style=\"color: #000000;\"><strong>La campagne publicitaire d&rsquo;une salle de sport low cost<\/strong> a suscit\u00e9 de nombreuses r\u00e9actions sur les r\u00e9seaux sociaux d\u00e8s le 27 ao\u00fbt. Surfant sur un humour gras, elle vise \u00e0 promouvoir l&rsquo;ouverture d&rsquo;un nouvel espace.<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong>Hier soir, les r\u00e9seaux sociaux \u00e9taient en \u00e9bullition.<\/strong> Motif de l&rsquo;agitation ? L&rsquo;affiche publicitaire de Vita Libert\u00e9, un club de fitness \u00e0 petits prix, et son slogan r\u00e9solument sexiste : \u00ab Vous \u00eates moches, vous \u00eates grosses\u2026 Payez 19,90 \u20ac et soyez juste moches \u00bb.<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong>La punchline, os\u00e9e, a provoqu\u00e9 une multitude de r\u00e9actions sur le Web.<\/strong> Les internautes d\u00e9noncent non seulement une strat\u00e9gie de communication de mauvais go\u00fbt mais aussi des propos \u00ab grossophobes \u00bb. \u00ab C&rsquo;est surtout leur com&rsquo; qui est low cost \u00bb, tacle un journaliste sur Twitter. \u00ab Quand soudain Vita Libert\u00e9 fait une publicit\u00e9 sexiste et grossophobe.<strong> Ils pensent vraiment que \u00e7a va marcher ? \u00bb raille un autre twittos.<\/strong><\/span><br \/>\n<span style=\"color: #000000;\"> La firme a rapidement r\u00e9agi sur son compte Facebook : \u00ab Nous vous rappelons que ce slogan est en aucun cas discriminatoire et qu&rsquo;il ne doit pas \u00eatre pris au premier degr\u00e9, (&#8230;) mais avec humour. Les notions de laideur et de surpoids sont parfaitement subjectives. Qui est gros ? Qui est moche ? (\u2026) Notre volont\u00e9 est d\u2019accueillir tout le monde, quels que soient sa taille, son poids, sa couleur\u2026 Concernant le c\u00f4t\u00e9 sexiste de cette affiche, sachez que la m\u00eame affiche avec un homme est d\u00e9j\u00e0 cr\u00e9\u00e9 et qu&rsquo;elle sera utilis\u00e9e pour la prochaine campagne de pub. \u00bb La coordinatrice du r\u00e9seau, Audrey Tuduri-Bononi, a m\u00eame assur\u00e9 \u00e0 nos confr\u00e8res de BFM TV : \u00ab Certains ont trouv\u00e9 notre id\u00e9e g\u00e9niale, tr\u00e8s second degr\u00e9. \u00bb<\/span><\/p>\n<p><strong><span style=\"color: #000000;\">Un marketing qui cartonne<\/span><\/strong><br \/>\n<span style=\"color: #000000;\"> Il faut dire que la m\u00e9thode de la \u00ab blague lourde \u00bb fonctionne en g\u00e9n\u00e9ral plut\u00f4t bien. Au mois d\u2019avril dernier, une campagne pour un r\u00e9gime prot\u00e9in\u00e9 a fait scandale \u00e0 Londres. Sur l&rsquo;affiche, la photo d&rsquo;un mannequin au corps parfait, accompagn\u00e9e du slogan : \u00ab Are you beach body ready ? \u00bb (\u00ab votre corps est-il pr\u00eat pour la plage ? \u00bb). 400 plaintes ont \u00e9t\u00e9 enregistr\u00e9es par la compagnie \u00e0 l\u2019origine de la publicit\u00e9. En plus des nombreux t\u00e9moignages d&rsquo;indignation post\u00e9s sur les r\u00e9seaux sociaux, une p\u00e9tition en ligne a r\u00e9colt\u00e9 60.000 signatures, rappelle BFM TV. Mais <strong>l\u2019entreprise Protein World a surtout enregistr\u00e9 30.000 nouvelles commandes,<\/strong> qui lui ont permis d&rsquo;atteindre le chiffre d\u2019affaires d\u20191,36 million d\u2019euros.<\/span><\/p>\n<p><span style=\"color: #000000;\">La franchise Vita Libert\u00e9 revendique 50.000 adh\u00e9rents \u00e0 ce jour. Reste \u00e0 savoir si la campagne pol\u00e9mique profitera \u00e0 l&rsquo;entreprise&#8230;<\/span><\/p><\/blockquote>\n<p style=\"text-align: justify;\">\n","protected":false},"excerpt":{"rendered":"<p>Certains publicitaires utilisent la psychologie des foules pour faire parler des marques de leurs clients. Le principe est de cr\u00e9er un scandale quelconque afin d&rsquo;avoir de la publicit\u00e9 n\u00e9gative.<\/p>\n","protected":false},"author":2,"featured_media":4188,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[55],"tags":[],"class_list":{"0":"post-4181","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-societe","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campagne publicitaire et scandale volontaire - Ozinzen<\/title>\n<meta name=\"description\" content=\"Certains publicitaires utilisent la psychologie des foules pour faire parler des marques de leurs clients. 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