Comment la publicité inspire les consommateurs à changer de paradigme dans la lutte pour l’égalité des hommes et des femmes ? Au travers de l’analyse des campagnes publicitaires des marques Activia® « Vivre #EnPhase, Live #InSync », Barbie® « Tu peux être

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Copyright

Comment la publicité inspire les consommateurs à

changer de paradigme dans la lutte pour l’égalité des

hommes et des femmes ? Au travers de l’analyse des

campagnes publicitaires des marques Activia® “ Vivre

#EnPhase, Live #InSync ”, Barbie® “ Tu peux être

tout ceux que tu veux ” et Axe® “ #FindyourMagic ”

Cristina Anton Villa

To cite this version:

Cristina Anton Villa. Comment la publicité inspire les consommateurs à changer de paradigme dans

la lutte pour l’égalité des hommes et des femmes ? Au travers de l’analyse des campagnes publicitaires

des marques Activia® “ Vivre #EnPhase, Live #InSync ”, Barbie® “ Tu peux être tout ceux que

tu veux ” et Axe® “ #FindyourMagic ”. Sciences de l’information et de la communication. 2017.

�dumas-01867797�

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École des hautes études en sciences de l'information et de la communication - Université Paris-Sorbonne 77, rue de Villiers 92200 Neuilly tél. : +33 (0)1 46 43 76 76 fax : +33 (0)1 47 45 66 04 www.celsa.fr

Master professionnel

Mention : Information et communication

Spécialité : Communication Marque

Option : Marque, innovation et création

Comment la publicité inspire les consommateurs à

changer de paradigme dans la lutte pour l’égalité des

hommes et des femmes ?

Au travers de l’analyse des campagnes publicitaires des marques

Activia® « Vivre #EnPhase, Live #InSync », Barbie® « Tu peux

être tout ceux que tu veux » et Axe® « #FindyourMagic »

Responsable de la mention information et communication

Professeure Karine Berthelot-Guiet

Tuteur universitaire : Pascal Bué

Nom, prénom : ANTON VILLA Cristina

Promotion : 2016/2017

Soutenu le : 04/07/2017

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o Analyse de la vidéo « Vivre #EnPhase ».

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