LES MARQUES IDENTITAIRES À L'ÉPREUVE DE LEUR CONSOMMATION
Consommateur identitaire, transculturalité

摘要

The main purpose of this thesis is to make a global approach to a specific actualization of the advertising phenomenon, more precisely of highly identitarian brands advertising. A global approach, because this study tries to put together the different logics that include these messages producers goals, their actualization as a created advertising object and main reasons of brands users. Firstly, this thesis will analyse the work methods used by advertisers, the image they have about their target and their work efficiency. Secondly, it will search to find out how these frames are used by discourses in identitarian advertising. A corpus analysis will be made. Finally, it will analyse brands consumers. It will try to observe/explain the homology and variations between language purposes and effective individual brand consumption reasons.