Nous vivons dans un monde caractérisé par l'augmentation incessante du nombre et du volume des signaux sonores, qui finissent par être perçus comme autant de messages intrusifs. Si le silence est une valeur attestée dans une société du bruit, il se transforme en valeur commerciale, mais aussi morale, esthétique, écologique. En termes sémiotiques, il devient un objet de valeur : sa rareté lui assure le statut d’« objet » de luxe qui émerge de scénarisations et de mises en discours spécifiques. Aujourd’hui, le confort sonore est un grand enjeu de la qualité de vie. Nous avons le goût d’acheter le silence. Par conséquent, les comportements liés à nos activités quotidiennes peuvent se trouver en partie influencés par la valeur-silence. Il en va ainsi de nos comportements d'achat. Du coup, le silence se transforme en valeur commerciale. Le silence sonne parfois comme la signature d’un lieu. Il n’est pas seulement une certaine modalité du son, il est d’abord une certaine modalité du sens. Le silence n’est jamais une réalité en soi, mais toujours un processus de relation avec le monde humain et le rapport au monde de ce dernier. Dans la thématique générale du marketing sensoriel du point de vente, nous proposons une introduction sur la réalité de l'environnement sonore, plus particulièrement les différentes formes de lutte contre les nuisances et la valorisation d'ambiances silencieuses. Notre étude se concentre sur des facteurs d’ambiance sonore susceptibles d’influencer les acheteurs. Une étude expérimentale cherche à comprendre les processus d’influence de notre espace du silence sur les acheteurs et à vérifier certaines hypothèses théoriques non testées en France. / We live in a world characterized by an increase of ceaseless sound signals which end up being perceived as intrusive messages. If silence is an imperative value in a noisy society, it is transformed into not only commercial but also moral, aesthetic and ec ological values too. In semiotic terms, it becomes a valuable object: its rarity confirms its status as a luxurious object" that emerges from specific scripts and speeches. Today, the comfort sound is considered as one of major aspects of life quality that is made desire for buying silence. Consequently, some of our behaviors related to daily activities might be partly influenced by the value of silence. Therefore, it will affect our purchasing behavior. As a result, silence is transformed into commercial value. Silence sometimes becomes the unique characteristic of an area. It is not only a modality of sound but also more importantly a modality of the senses. Silence never considered as an absolute reality, it is always related to human world and intert wined with it. In the general interest on point of sales for sensory marketing, we propose an introduction on the reality of the noiseless environment, particularly the different ways to counter noises and the value of silent ambience. Our study focuses on ambient environments in order to stimulate buyer interest. In addition, an experimental study has been done in order to understand the influential mechanisms of noiseless environment on buyers and to verify certain untested the oretical hypotheses in France.

IN ENGLISH Ralph B. Perry's general theory of value was the most extensive and influential axiological project undertaken in the USA prior to WWII. While Perry's main goal is to provide a general definition of value and to describe the means of its criticism, the project also deals with the nature of special values, including aesthetic value. This dissertation thesis traces the aesthetic vein in Perry's theory, which is concentrated on the terms of aesthetic interest and its passive correlate, the aesthetic object. These are also the centerpieces of the definition of aesthetic value. First, interest and its object are defined in their general sense; next, they are defined in their specific aesthetic sense. Perry defines aesthetic interest as the interest in apprehension, and the object of this interest as a problematic intentional object with an index-predicate structure: its index is the localizable source of stimulus, and its predicate, the reflected act of apprehension. The final chapter is devoted to the forms of interplay between aesthetic interest and other interests, and the criticism of aesthetic interest from the aesthetic and moral standpoint. In Perry's theory, the aesthetic value belongs among the trinity of universal values. It is considered autonomous as long as the aesthetic interest...