Les représentations de l’enfant Dans la publicité Audiovisuelle : modalités et Enjeux

Abstract

Our research focuses on representations of children in audiovisual advertising. It emerges from this that the context of this research in the field of communication and semiotics more precisely of advertising, the problem raised was that of the use of the image of the child as a communication strategy in audiovisual advertising. From this problem arises the following problematic: How is audiovisual advertising the representation of the child through the small screen? in other words, what are the visual, non-linguistic processes that highlight the image of the child? To answer this problem it was necessary for us to rely on a theoretical framework, and we chose to be based on the work of Christian Metz in particular in relation to the semiology of cinema and the work of Martine Joly and Roland Barthes in relation to the semiology of the image, to better understand the different meanings of the child’s image in advertising. The objective being to understand the different representations of the child in audiovisual advertising it appears that the presence of the child in advertising films is a means of encouraging the act of purchase on the one hand, but also the adoption of a new behavior