Cette recherche s‘attache à comprendre le phénomène de la contestation de la publicité environnementale. En effet, peu de recherches ont été conduites sur ce sujet. L'objectif de cette thèse est d'explorer les contours de la notion de contestation publicité environnementale tout en identifiant les raisons, les manifestations et les risques qui lui sont associés. Trois études empiriques, une qualitative et deux expérimentales, montrent que qu'il existe des motifs de contestation rattachés aux éléments de la publicité et d'autres liés à la confiance du consommateur envers les publicités vertes. En outre, les manifestations de la contestation peuvent aller de mouvements collectifs et visibles à des comportements plus individuels comme l'évitement et le rejet de la publicité environnementale. De plus, la contestation semble présenter un impact négatif sur l'image de l'entreprise et sur le comportement d'achat du consommateur. Enfin, les résultats indiquent que la provocation - un moyen utilisé par les entreprises selon la littérature pour éviter pas la contestation- a d‘effets négatifs sur les perceptions et les des consommateurs envers la publicité. À la lumière des résultats obtenus, les limites de la thèse sont exposées et les futurs axes de recherche sont proposés. / This research seeks to analyze the phenomenon of environmental advertising contestation. In effect, there is a shortage of studies on these issues. The objective of this thesis is to explore the contours of the environmental advertising contestation concept while identifying the reasons, the manifestations and the risks associated with it. Three empirical studies, one qualitative and two experimental, show that that there are reasons of contestation related to creative elements of advertisement and discourse advertisements and others linked to advertising medium and confidence of consumer toward the advertising source. Moreover, the manifestations of contestation can range from collective and visible movements to more individual behaviors such as avoidance and the rejection of environmental advertising. In addition, the contestation seems to have a negative impact on consumer buying behavior and on the firm's image. Finally, the results indicate that provocation- a tool used by companies according to literature to avoid contestation- has negative effects on consumers‘ perceptions and attitudes toward the advertisement. In the light of the obtained results, the limitations of the thesis are outlined and future avenues of research are proposed.

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Entre la première thèse en informatique graphique (soutenue en 1968) et la première publicité entièrement synthétique diffusée à la télévision (en 1983), les images de synthèse se transforment en “nouvelles images”. Il ne s’agit pas d’évaluer ces prétendues images nouvelles en fonction de leurs qualités distinctives de rupture ou de continuité que l’expression a tendance à appeler, mais d’étudier leur mode de production et de représentation afin de déterminer ce qu’elles montrent des techniques employées, et les imaginaires que ces dernières véhiculent au moment d’émergence de l’image numérique, comme autant de propositions créatives mais aussi d’enjeux idéologiques. Étudiées d’un point de vue technique puis esthétique, grâce à l’étude croisée de témoignages, de littérature grise, et de l’analyse formelle des films, ces productions donnent à voir un processus de réappropriation du médium, avant et après l’image. Si elle définit une histoire « officielle » des images de synthèse en France, en replaçant aussi précisément que possible les productions dans leur environnement technique, politique et culturel, cette thèse a finalement mis en évidence les temps des images de synthèse en tant que produit innovant, depuis leurs lieux de fabrication jusqu’à leurs lieux de légitimation. Ses conclusions mettent en jeu les différentes circulations locales des hommes, des outils et des images, au moment où la politique culturelle de 1981 favorise la jonction art-ordinateur, et l’indiscipline des créations. / Between the first PhD in computer graphics (defended in 1968) and the first entirely synthetic advertisement broadcast on television (1983), computer-generated images became “new images”. The aim is not to assess these so-called new images according to their distinctive qualities of rupture or continuity, as the expression would suggest, but rather to study their mode of production and representation in order to determine what they show from the techniques employed, and the imaginative worlds that they convey at the time of the emergence of digital images, like so many creative suggestions but also ideological issues. Studied first from a technical, then from an aesthetic point of view, thanks to the cross-study of testimonies, grey literature and a formal analysis of the movies, these productions show a process of recovery of the medium, before and after the image. This PhD not only defines an “official” history of computer-generated images in France, replacing as precisely as possible the productions in their technical, political and cultural environment, but it also reveals when computer-generated images are innovating products, from their places of fabrication to their places of legitimacy. The conclusions question the different local circulations of people, tools and images, at a time when the cultural policies of the year 1981 promotes the bond between art and computer, and the indiscipline of creations.

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)

This study sought to investigate and to record any recurring patterns in the form and communicative impact of Shona advertisements. Motivation to carry out the study came from a realisation of a growing interest in using the Shona language for advertising and the fact that very few studies have been done on Shona advertisements. For methodology, examples of Shona advertisements were qualitatively analysed using some communications and discourse analysis approaches of the speech act theory and text linguistics. A structured interview with advertising agencies randomly selected and a questionnaire on the impact of advertisements were also used. The findings of the research included that Shona was used in advertisements in order to reach out to the majority of the Zimbabwean population. In addition, Shona was also found to have been developed enough to handle formal issues like advertisements. This finding further shows that Shona advertisements reflect an instance of diglossia leakage from Shona L(ow) to Shona H(igh). Another finding is that Shona advertisements reflect some characteristics of the Shona speech community in form. These include code-switching, slang and word- division problems. An innovation in code-switching noted in some Shona advertisements is the use of three languages, namely, English, Shona and Ndebele in one advertisement. It was also established that everything about the elements of Shona advertisements communicate. For instance, the message may be visual, tactile and olfactory. It also emerged that the Shona commercial advertisements had a presenting and a hidden agenda at the same time. To achieve this the advertisements used persuasive techniques such as advertising claims, cultural hooks and personalities as spokespersons. It was also noted that most readers of advertisements do not interpret them up to the hidden persuaders but end with the direct meaning. On the other hand the Shona advertisements that gave information such as health issues have no hidden agenda. One recommendation made is that advertisements be read and studied to raise the level of awareness about the persuasive techniques used in order to distinguish between misleading advertising and those that give useful information. Some recommendations were made for future research such as carrying out similar studies of informal Shona advertisements, advertisements by n'angas/inyangas (traditional healers), prophets and political campaigns. / African Languages / M.A. (African Languages)

This study sought to investigate and to record any recurring patterns in the form and communicative impact of Shona advertisements. Motivation to carry out the study came from a realisation of a growing interest in using the Shona language for advertising and the fact that very few studies have been done on Shona advertisements. For methodology, examples of Shona advertisements were qualitatively analysed using some communications and discourse analysis approaches of the speech act theory and text linguistics. A structured interview with advertising agencies randomly selected and a questionnaire on the impact of advertisements were also used. The findings of the research included that Shona was used in advertisements in order to reach out to the majority of the Zimbabwean population. In addition, Shona was also found to have been developed enough to handle formal issues like advertisements. This finding further shows that Shona advertisements reflect an instance of diglossia leakage from Shona L(ow) to Shona H(igh). Another finding is that Shona advertisements reflect some characteristics of the Shona speech community in form. These include code-switching, slang and word- division problems. An innovation in code-switching noted in some Shona advertisements is the use of three languages, namely, English, Shona and Ndebele in one advertisement. It was also established that everything about the elements of Shona advertisements communicate. For instance, the message may be visual, tactile and olfactory. It also emerged that the Shona commercial advertisements had a presenting and a hidden agenda at the same time. To achieve this the advertisements used persuasive techniques such as advertising claims, cultural hooks and personalities as spokespersons. It was also noted that most readers of advertisements do not interpret them up to the hidden persuaders but end with the direct meaning. On the other hand the Shona advertisements that gave information such as health issues have no hidden agenda. One recommendation made is that advertisements be read and studied to raise the level of awareness about the persuasive techniques used in order to distinguish between misleading advertising and those that give useful information. Some recommendations were made for future research such as carrying out similar studies of informal Shona advertisements, advertisements by n'angas/inyangas (traditional healers), prophets and political campaigns. / African Languages / M.A. (African Languages)