L'intégration de la sémiotique et des figures de style dans la stratégie Marketing des distributeurs et des fabricants : des marques « mythiques » aux points de vente, espaces de narration et de langage

摘要

Retailers increase consumer's sales by reechantment of consumption and spectacular fittings of store. They transmit metaphor and narration which are considered like popular myths. At the same time, brands reinforce their emotional value by their own history, legend and part of dream which they improve among consumer. We conclude by the question of ethics of store's experiential and sensorial communication.