{"id":1176,"date":"2014-09-04T16:44:00","date_gmt":"2014-09-04T20:44:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1176"},"modified":"2022-05-24T16:44:54","modified_gmt":"2022-05-24T20:44:54","slug":"les-emotions-au-coeur-de-lefficacite-publicitaire","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/en\/les-emotions-au-coeur-de-lefficacite-publicitaire\/","title":{"rendered":"LES \u00c9MOTIONS, AU COEUR DE L&rsquo;EFFICACIT\u00c9 PUBLICITAIRE"},"content":{"rendered":"<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Cadbury&#039;s Gorilla Advert Aug 31st 2007\" width=\"580\" height=\"435\" src=\"https:\/\/www.youtube.com\/embed\/TnzFRV1LwIo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">En 2007, Cadbury a lanc\u00e9 une pub virale, intitul\u00e9e Le Gorille. Maintes fois prim\u00e9e, elle a notamment remport\u00e9 le Grand Prix aux Lions de Cannes en 2008. Son impact a \u00e9t\u00e9 spectaculaire. Les ventes du produit annonc\u00e9 (Dairy Milk) ont augment\u00e9 de 9 % et les perceptions favorables \u00e0 l\u2019endroit de la marque ont grimp\u00e9 de 20 points de pourcentage. Mais Le Gorille n\u2019aurait peut-\u00eatre jamais vu le jour s\u2019il avait \u00e9t\u00e9 pr\u00e9test\u00e9 en suivant les mesures d\u2019efficacit\u00e9 traditionnelles. Pourquoi?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Parce que la plupart de ces mesures ne captent pas l\u2019ingr\u00e9dient cl\u00e9 qui a fait de cette publicit\u00e9 un succ\u00e8s plan\u00e9taire : les&nbsp;<strong>\u00e9motions<\/strong>. Or, ces derni\u00e8res jouent un r\u00f4le cl\u00e9, les consommateurs n\u2019\u00e9tant pas aussi rationnels qu\u2019on l\u2019imagine :<\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li><strong>Elles favorisent la m\u00e9morisation<\/strong>. Notre m\u00e9moire passe son temps \u00e0 s\u00e9lectionner ce qu&rsquo;elle va garder ou ce qu&rsquo;elle va oublier. On tend donc \u00e0 m\u00e9moriser plus facilement ce qui suscite des \u00e9motions, positives comme n\u00e9gatives.<\/li><li><strong>Elles sont source de motivation et de mobilisation<\/strong>. Les consommateurs sont souvent incapables d\u2019expliquer leur choix de marque, notamment parce que celui-ci est fond\u00e9 davantage sur des composantes affectives que rationnelles.<\/li><li><strong>Elles sont \u00e0 l\u2019origine de l\u2019attachement<\/strong>. Le lien affectif avec une marque se d\u00e9veloppe \u00e0 partir d\u2019une \u00e9motion qui lui est associ\u00e9e.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Pas surprenant donc que les communications des marques soient, plus que jamais, ancr\u00e9es dans des territoires \u00e9motionnels, elles qui peinent \u00e0 se distinguer sur une base strictement fonctionnelle. De rationnelle, la communication de marque est devenue d\u00e9sormais \u00e9motionnelle. Les exemples sont d\u2019ailleurs l\u00e9gion : le lait (r\u00e9confort), Corona (l\u2019\u00e9vasion), P&amp;G (l\u2019amour maternel), etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">La mesure des \u00e9motions s\u2019impose donc, mais elle est confront\u00e9e \u00e0 des d\u00e9fis importants. Qu\u2019est-ce qu\u2019une \u00e9motion? Combien en existe-t-il? Comment les nommer, les repr\u00e9senter? Comment les capter? Peut-on les mesurer par une question directe (ex. : quelle \u00e9motion ressentez-vous apr\u00e8s avoir vu cette pub)? Peut-on les mesurer en s\u00e9lectionnant parmi un r\u00e9pertoire pr\u00e9\u00e9tabli?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Il existe pas moins de 150 th\u00e9ories des \u00e9motions, mais aucun \u00ab d\u00e9nombrement \u00bb officiel. Certains en recensent aussi peu que trois (John Watson : peur, amour, rage), d\u2019autres se limitent \u00e0 six (Paul Ekman : joie, col\u00e8re, tristesse, surprise, peur et d\u00e9go\u00fbt) et d\u2019autres en comptent jusqu\u2019\u00e0 une cinquantaine (Russell, Watson &amp; Telegen). En outre, la plupart des gens ne parviennent pas \u00e0 mettre des mots sur leurs \u00e9motions, le questionnement direct ou \u00e0 partir d\u2019une liste \u00e9tant, au mieux, imparfait.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">L\u2019avenir repose donc sur la mesure directe des r\u00e9actions physiologiques entrain\u00e9es par les \u00e9motions : pulsations cardiaques, tension art\u00e9rielle, dilatation des pupilles, expression faciale, activit\u00e9 c\u00e9r\u00e9brale, etc. Les neurosciences sont donc certainement appel\u00e9es \u00e0 jouer un r\u00f4le important dans l\u2019avenir de la recherche. C\u2019est, nous en sommes convaincus, une question de temps\u2026<\/p>","protected":false},"excerpt":{"rendered":"<p>En 2007, Cadbury a lanc\u00e9 une pub virale, intitul\u00e9e Le Gorille. Maintes fois prim\u00e9e, elle a notamment remport\u00e9 le Grand Prix aux Lions de Cannes en 2008. Son impact a \u00e9t\u00e9 spectaculaire. Les ventes du produit annonc\u00e9 (Dairy Milk) ont augment\u00e9 de 9 % et les perceptions favorables \u00e0 l\u2019endroit de la marque ont grimp\u00e9 de 20 points de pourcentage. Mais Le Gorille n\u2019aurait peut-\u00eatre jamais vu le jour s\u2019il avait \u00e9t\u00e9 pr\u00e9test\u00e9 en suivant les mesures d\u2019efficacit\u00e9 traditionnelles. Pourquoi?<\/p>\n<p>Parce que la plupart de ces mesures ne captent pas l\u2019ingr\u00e9dient cl\u00e9 qui a fait de cette publicit\u00e9 un succ\u00e8s plan\u00e9taire : les \u00e9motions. Or, ces derni\u00e8res jouent un r\u00f4le cl\u00e9, les consommateurs n\u2019\u00e9tant pas aussi rationnels qu\u2019on l\u2019imagine.<\/p>","protected":false},"author":5,"featured_media":1177,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[22,21,19],"tags":[],"class_list":["post-1176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrevues-individuelles","category-evaluations-publicitaires-et-communicationnelles","category-groupes-de-discussion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LES \u00c9MOTIONS, AU COEUR DE L&#039;EFFICACIT\u00c9 PUBLICITAIRE - Ad Hoc Recherche<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adhoc-recherche.com\/en\/les-emotions-au-coeur-de-lefficacite-publicitaire\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LES \u00c9MOTIONS, AU COEUR DE L&#039;EFFICACIT\u00c9 PUBLICITAIRE - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"En 2007, Cadbury a lanc\u00e9 une pub virale, intitul\u00e9e Le Gorille. Maintes fois prim\u00e9e, elle a notamment remport\u00e9 le Grand Prix aux Lions de Cannes en 2008. Son impact a \u00e9t\u00e9 spectaculaire. Les ventes du produit annonc\u00e9 (Dairy Milk) ont augment\u00e9 de 9 % et les perceptions favorables \u00e0 l\u2019endroit de la marque ont grimp\u00e9 de 20 points de pourcentage. Mais Le Gorille n\u2019aurait peut-\u00eatre jamais vu le jour s\u2019il avait \u00e9t\u00e9 pr\u00e9test\u00e9 en suivant les mesures d\u2019efficacit\u00e9 traditionnelles. Pourquoi? Parce que la plupart de ces mesures ne captent pas l\u2019ingr\u00e9dient cl\u00e9 qui a fait de cette publicit\u00e9 un succ\u00e8s plan\u00e9taire : les \u00e9motions. Or, ces derni\u00e8res jouent un r\u00f4le cl\u00e9, les consommateurs n\u2019\u00e9tant pas aussi rationnels qu\u2019on l\u2019imagine.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adhoc-recherche.com\/en\/les-emotions-au-coeur-de-lefficacite-publicitaire\/\" \/>\n<meta property=\"og:site_name\" content=\"Ad Hoc Recherche\" \/>\n<meta property=\"article:published_time\" content=\"2014-09-04T20:44:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-24T20:44:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adhoc-recherche.com\/wp-content\/uploads\/2022\/05\/98d31f793659ed20a25d262f5bad78541408029706_blogpost_thumb_blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"267\" \/>\n\t<meta property=\"og:image:height\" content=\"189\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michel Berne\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michel Berne\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/les-emotions-au-coeur-de-lefficacite-publicitaire\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/les-emotions-au-coeur-de-lefficacite-publicitaire\\\/\"},\"author\":{\"name\":\"Michel Berne\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#\\\/schema\\\/person\\\/9cdb249d6f3a9abafb28dc0c0bb25230\"},\"headline\":\"LES \u00c9MOTIONS, AU COEUR DE L&rsquo;EFFICACIT\u00c9 PUBLICITAIRE\",\"datePublished\":\"2014-09-04T20:44:00+00:00\",\"dateModified\":\"2022-05-24T20:44:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/les-emotions-au-coeur-de-lefficacite-publicitaire\\\/\"},\"wordCount\":507,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/les-emotions-au-coeur-de-lefficacite-publicitaire\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/98d31f793659ed20a25d262f5bad78541408029706_blogpost_thumb_blog.jpg\",\"articleSection\":[\"Entrevues individuelles\",\"\u00c9valuations publicitaires et communicationnelles\",\"Groupes de discussion\"],\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.adhoc-recherche.com\\\/les-emotions-au-coeur-de-lefficacite-publicitaire\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/les-emotions-au-coeur-de-lefficacite-publicitaire\\\/\",\"url\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/les-emotions-au-coeur-de-lefficacite-publicitaire\\\/\",\"name\":\"LES \u00c9MOTIONS, AU COEUR DE L'EFFICACIT\u00c9 PUBLICITAIRE - 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