{"id":2221,"date":"2024-06-10T14:15:43","date_gmt":"2024-06-10T12:15:43","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=2221"},"modified":"2024-11-15T15:32:05","modified_gmt":"2024-11-15T13:32:05","slug":"2024-encore-a-lere-de-la-reclame","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/","title":{"rendered":"2024, encore \u00e0 l&rsquo;\u00e8re de la r\u00e9clame"},"content":{"rendered":"\n\n<div data-logocolor=\"white\" class=\"cp-sixth-herobanner teq-container banner max-w-full relative pt-[98px]     \" >\n    <div class=\"teq-grid\">\n        <div class=\"col-span-24 mt-[140px] lg:mt-20 mb-10 cp-breadcrumb  font-shoene hidden lg:grid\">\n            <nav class=\"breadcrumb\">\n            <span><span><a href=\"https:\/\/dusens.group\/fr\/\">Accueil<\/a><\/span><\/span>        <\/nav>\n    <\/div>\n    <\/div>\n    <div class=\"teq-grid\">\n        <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-3   my-auto\">\n            <div class=\"tags-share flex gap-4 items-center justify-between\">\n                <!-- Taxo Th\u00e8mes -->\n                <ul class=\"flex gap-4 font-semibold font-soehne text-xs taxos \">\n                                                                        <li class=\"uppercase square-before \">Impact<\/li>\n                                                                                                                    <li class=\"uppercase square-before \">News<\/li>\n                                                            <\/ul>\n\n                <!-- Share -->\n                <div class=\"share-wrapper white desktop-only flex gap-6\">\n                    <div class=\"share-part flex gap-1 cursor-pointer relative\">\n                        <div class=\"share-part-inner flex gap-1 items-center\">\n                            <div class=\"relative share-label-wrapper\">\n                                <p class=\"label-inner\">Share<\/p>\n                                <div class=\"share-list mt-3 mt-lg-0 height-100 absolute\">\n                                    <div class=\"flex gap-0 align-center\">\n                                        <a target=\"_blank\"\n                                            href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fdusens.group%2Ffr%2Fthe-sixth%2F2024-encore-a-lere-de-la-reclame%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-x\">\n                                                <use xlink:href=\"#icon-x\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                        <a  href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-linkedin\">\n                                                <use xlink:href=\"#icon-linkedin\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                        <a  href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-facebook\">\n                                                <use xlink:href=\"#icon-facebook\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                    <\/div>\n                                <\/div>\n                            <\/div>\n                            <svg class=\"icon-share-white\">\n                                <use xlink:href=\"#icon-share-white\"><\/use>\n                            <\/svg>\n                        <\/div>\n                    <\/div>\n\n                    <div class=\"copy-url-part flex gap-1 items-center cursor-pointer\">\n                        <p class=\"copy-label anim-ltr white\">\n                            Copier l&rsquo;URL                        <\/p>\n                        <p class=\"copied-label anim-ltr white\">\n                             Copi\u00e9e !                        <\/p>\n                        <svg class=\"icon-copy-white\">\n                            <use xlink:href=\"#icon-copy-white\"><\/use>\n                        <\/svg>\n                    <\/div>\n                <\/div>\n            <\/div>\n\n                            <h1 class=\"font-signifier text-[40px] leading-[44px] lg:text-[56px] lg:leading-[64px] mt-6 lg:mt-7 title\">\n                    <p>2024, encore \u00e0 l&rsquo;\u00e8re de la r\u00e9clame<\/p>\n                <\/h1>\n            \n            <!-- Desktop -->\n            <div class=\"hidden lg:flex gap-6  text-[16px] leading-[20px] my-6  \">\n                                    <span class=\"date\">\n                        10 juin 2024                    <\/span>\n                \n                <!-- Taxo reading-time  -->\n                                                            <div class=\"flex items-center gap-2 time\">\n                            <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                            <\/svg>\n                            3 min                        <\/div>\n                                    \n\n                                    <span class=\"author\">\n                        Marjolaine Avenoso                    <\/span>\n                            <\/div>\n\n                            <div class=\"description text-base lg:text-[20px] leading-[26px] lg:leading-[32px] font-soehne mt-6 lg:mt-0\">\n                    <p>Aujourd&rsquo;hui en publicit\u00e9, certaines marques optent pour des publicit\u00e9s tr\u00e8s commerciales avec un mart\u00e8lement du message et du slogan, une approche directe sans r\u00e9el storytelling. D&rsquo;autres \u00e0 l&rsquo;inverse, comme Intermarch\u00e9, misent sur une communication \u00e9motionnelle avec de v\u00e9ritables histoires racont\u00e9es, cherchant \u00e0 cr\u00e9er un lien durable avec leur public au-del\u00e0 de la simple conversion.<\/p>\n                <\/div>\n                    <\/div>\n\n            <!-- Mobile share modal -->\n            <div class=\"share-wrapper mobile-only flex gap-1 cursor-pointer relative mt-4 mb-2 items-center\">\n                <svg class=\"icon-share-white\">\n                    <use xlink:href=\"#icon-share-white\"><\/use>\n                <\/svg>\n                <p class=\"label\"> partager <\/p>\n            <\/div>\n\n        <!-- <picture class=\"w-full h-auto lg:absolute opacity-0 lg:-bottom-[128px]\" -->\n        <div class=\"col-span-6 md:col-span-12 lg:col-[16_\/_span_8] py-6 lg:py-0\">\n                            <picture class=\"w-full h-auto\"\n                    style=\"\n                        mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-mask.svg);\n                        mask-repeat: no-repeat; mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-advertising.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-avertising.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-avertising.jpg\" alt=\"thumbnail-era-avertising\" \/>\n                <\/picture>\n                    <\/div>\n\n        <!-- Mobile -->\n        <div class=\"col-span-6 md:col-span-12 flex flex-wrap justify-between gap-6 text-[16px] leading-[20px] lg:hidden\">\n                            <span class=\"date\">\n                    10 juin 2024                <\/span>\n            \n            <!-- Taxo reading-time  -->\n                                                <div class=\"flex items-center gap-2 time\">\n                        <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                        <\/svg>\n                        3 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Marjolaine Avenoso                <\/span>\n                    <\/div>\n\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-7 lg:col-start-3 mb-6 lg:mb-0\">\n                                                                <div class=\"w-full mb-6 lg:mb-0\">\n                                \n<div class=\"cp-key-number bg-dazzling p-6 text-dark\" style=\"mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-bottom-mask.png); mask-repeat: no-repeat; mask-size: 100% auto;\">\n\n    \n            <div class=\"text-[24px] leading-[31px] font-semibold font-soehne\">\n            Certaines marques cherchent \u00e0 cr\u00e9er un lien durable avec leur public, \u00e0 ancrer des valeurs dans l\u2019esprit des gens. D\u2019autres n\u2019ont pas pour but d\u2019entretenir un lien humain avec le public, mais seulement de convertir.        <\/div>\n    \n    <\/div>                        <\/div>\n                                    <\/div>\n                                    <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-12 \">\n                        <div class=\"sixth-wyswiwyg\">\n                            <p>Quand on voit les publicit\u00e9s t\u00e9l\u00e9 de Carglass, Verisure, Vendez votre voiture.fr, on peut avoir le poil qui se h\u00e9risse de lassitude.<\/p>\n<p>Les entreprises utilisent les codes de la r\u00e9clame des ann\u00e9es 90, avec un mart\u00e8lement des messages et de leur fr\u00e9quence.<\/p>\n<p>Ce type de publicit\u00e9 est tr\u00e8s \u00e9loign\u00e9 de ce qu\u2019on voit habituellement : des spots TV qui racontent des histoires, transmettent des \u00e9motions, utilisent l\u2019humour, le drame, l\u2019absurde\u2026 En somme, des prises de parole avec un minimum de storytelling.<\/p>\n<p><strong>Explorons le cas du march\u00e9 de la grande distribution.<\/strong><\/p>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n                <\/div>\n\n<div id=\"block_d1edbe177dde99fa360236d5b706238d\" class=\"cp-img teq-container    \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-6 md:col-span-20 md:col-start-3\">\n            <div class=\"img-wrapper relative\">\n\n                                    <picture class=\"width-100\">\n                        <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-era-advertising-mobile.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-era-advertising.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-era-advertising.jpg\" alt=\"illustration-era-advertising\" \/>\n                    <\/picture>\n                \n                \n            <\/div>\n                    <\/figure>\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <h2>Le storytelling pour raconter des arguments commerciaux<\/h2>\n<p>Nous pouvons citer par exemple le c\u00e9l\u00e8bre cas <strong>d\u2019Intermarch\u00e9,<\/strong> qui mise depuis des ann\u00e9es sur le storytelling pour v\u00e9hiculer des \u00e9motions dans ses campagnes. Nous retrouvons <strong>la m\u00eame approche pour Aldi.<\/strong> Avec sa strat\u00e9gie et plateforme de marque centr\u00e9es sur \u201cle nouveau consommateur\u201d, Aldi adresse deux messages cl\u00e9s purement pragmatiques : des produits peu chers et engag\u00e9s. Le tout racont\u00e9 dans un univers reprenant <a href=\"https:\/\/www.youtube.com\/watch?v=7otkmVUXjlE&amp;ab_channel=ALDIFrance\" target=\"_blank\" rel=\"noopener\">les codes identitaires de contes de f\u00e9es<\/a>.<\/p>\n<p>Une strat\u00e9gie qui semble avoir fait ses preuves en termes de m\u00e9morisation, puisqu\u2019<strong>Aldi se trouve en 7e position du classement des marques dont les Fran\u00e7ais ont le plus parl\u00e9 avec leurs proches en 2023<\/strong> (<a href=\"https:\/\/fr.yougov.com\/consumer\/articles\/48207-bilan-2023-des-super-et-hypermarches\" target=\"_blank\" rel=\"noopener\">\u00e9tude de YouGov r\u00e9alis\u00e9e avec le BrandIndex en fin 2023<\/a>).<\/p>\n<h2>Une communication directe au service de la m\u00e9morisation<\/h2>\n<p>Toujours sur le march\u00e9 de la grande distribution, E. Leclerc adopte une toute autre approche dans sa communication. Avec ses spots publicitaires aux slogans clairs et concis, notamment \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=oXaedBIwfXE&amp;ab_channel=ELeclercFrance\" target=\"_blank\" rel=\"noopener\">Quand on sait qui est le moins cher, pourquoi aller ailleurs ?<\/a>\u201d. L\u2019\u00e9tude YouGov cit\u00e9e pr\u00e9c\u00e9demment d\u00e9montre \u00e9galement de bonnes performances : E.Leclerc est l\u2019enseigne qui r\u00e9alise la plus forte progression en termes de souvenir publicitaire en 2023. Elle se trouve \u00e9galement dans <strong>le top 10 des marques dont les Fran\u00e7ais ont le plus parl\u00e9 avec leurs proches<\/strong> en 2023.<\/p>\n<h2>Alors, quelle est la strat\u00e9gie gagnante ?<\/h2>\n<p>On ne peut pas dire que les publicit\u00e9s purement commerciales n\u2019ont pas d\u2019identit\u00e9. Ce positionnement est un parti pris, et le mart\u00e8lement du slogan est une forme d\u2019affirmation d\u2019identit\u00e9.<\/p>\n<p>On peut se demander alors quelle est la meilleure recette pour engager le public et comment faire son choix ? Le storytelling comme peut parfaitement le faire Intermarch\u00e9, ou le droit au but avec Leclerc ? Cela d\u00e9pend des objectifs de la marque. Certaines cherchent \u00e0 cr\u00e9er un lien durable avec leur public, \u00e0 ancrer des valeurs dans l\u2019esprit des gens en touchant les c\u0153urs. D\u2019autres misent sur des approches plus directes pour engager les publics sur la r\u00e9solution de besoins pratico-pratiques.<\/p>\n<p>Leclerc, marque tr\u00e8s engag\u00e9e dans une consommation juste et accessible, opte pour des slogans et une approche publicitaire TV pragmatiques, mettant en avant les prix justes et l\u2019engagement Cette approche vise \u00e0 s\u00e9duire une cible de consommateurs particuli\u00e8rement sensibles au pouvoir d&rsquo;achat. A l&rsquo;inverse, Intermarch\u00e9 mise davantage sur une communication \u00e9motionnelle, valorisant son ancrage local et son soutien aux producteurs fran\u00e7ais \u00e0 travers des r\u00e9cits publicitaires f\u00e9d\u00e9rateurs.<\/p>\n<p>Ces deux approches, \u00e9motionnelle ou pragmatique, r\u00e9pondent \u00e0 des strat\u00e9gies diff\u00e9rentes mais compl\u00e9mentaires pour les enseignes de grande distribution. Elles permettent de toucher des cibles vari\u00e9es, en s&rsquo;adaptant \u00e0 leurs attentes et leurs codes de consommation respectifs. La cl\u00e9 r\u00e9side dans la coh\u00e9rence entre le positionnement de la marque et le ton de sa communication pour engager durablement ses publics.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div data-logocolor=\"white\" class=\"cp-interested teq-container full-screen bg-dark text-white pt-[120px] pb-[160px]    \" >\n\n    <div class=\"teq-grid gap-y-8 lg:gap-y-0\">\n\n                    <div class=\"col-span-6 md:col-span-12 lg:col-span-24 lg:col-start-2 title font-soehne font-semibold text-[40px] lg:text-[80px] leading-none\">\n                <p>Vous serez \u00e9galement<br \/>\nint\u00e9ress\u00e9(e)<\/p>\n            <\/div>\n        \n                                    \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-2 lg:mt-[72px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/evolutions-semantiques-appropriation-linguistique-des-populations\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Perspectives                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>\u00c9volutions s\u00e9mantiques &amp; appropriation linguistique des populations<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                4 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-semantic-developments-linguistic-appropriation-of-populations-mob.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-semantic-developments-linguistic-appropriation-of-populations.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-semantic-developments-linguistic-appropriation-of-populations.jpg\"\n                                    alt=\"thumbnail-semantic-developments-linguistic-appropriation-of-populations\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-9 lg:mt-[150px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/l-o-e-w-e-vous-lavez\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Business                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    Short                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>L-O-E-W-E, vous l&rsquo;avez ?<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                1.5 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-l-o-e-w-e-do-you-have-it-mob.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-l-o-e-w-e-do-you-have-it.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-l-o-e-w-e-do-you-have-it.jpg\"\n                                    alt=\"thumbnail-l-o-e-w-e-do-you-have-it\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-[18_\/_span_6] lg:mt-[-130px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/les-francais-et-linaction-ecologique\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Insight                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Les Fran\u00e7ais et l&rsquo;inaction \u00e9cologique<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                3 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/COVER-news-the-french-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/COVER-news-the-french-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/COVER-news-the-french-desktop.jpg\"\n                                    alt=\"COVER-news-the french-desktop\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                        <\/div>\n     \n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"template":"","format":[313],"themes":[315],"reading-time":[321],"class_list":["post-2221","the-sixth","type-the-sixth","status-publish","hentry","format-news-fr","themes-impact-fr","reading-time-3-min-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2024, encore \u00e0 l&#039;\u00e8re de la r\u00e9clame - Dusens Group<\/title>\n<meta name=\"description\" content=\"Aujourd&#039;hui en publicit\u00e9, certaines marques choisissent des messages directs, tandis que d&#039;autres, comme Intermarch\u00e9, optent pour l&#039;\u00e9motion.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2024, encore \u00e0 l&#039;\u00e8re de la r\u00e9clame - Dusens Group\" \/>\n<meta property=\"og:description\" content=\"Aujourd&#039;hui en publicit\u00e9, certaines marques choisissent des messages directs, tandis que d&#039;autres, comme Intermarch\u00e9, optent pour l&#039;\u00e9motion.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/\" \/>\n<meta property=\"og:site_name\" content=\"Dusens Group\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-15T13:32:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-avertising.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-avertising.jpg\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/\",\"url\":\"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/\",\"name\":\"2024, encore \u00e0 l'\u00e8re de la r\u00e9clame - Dusens Group\",\"isPartOf\":{\"@id\":\"https:\/\/dusens.group\/fr\/#website\"},\"datePublished\":\"2024-06-10T12:15:43+00:00\",\"dateModified\":\"2024-11-15T13:32:05+00:00\",\"description\":\"Aujourd'hui en publicit\u00e9, certaines marques choisissent des messages directs, tandis que d'autres, comme Intermarch\u00e9, optent pour l'\u00e9motion.\",\"breadcrumb\":{\"@id\":\"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/dusens.group\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Sixth\",\"item\":\"https:\/\/dusens.group\/fr\/the-sixth\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"2024, encore \u00e0 l&rsquo;\u00e8re de la r\u00e9clame\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/dusens.group\/fr\/#website\",\"url\":\"https:\/\/dusens.group\/fr\/\",\"name\":\"Dusens Group\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/dusens.group\/fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"2024, encore \u00e0 l'\u00e8re de la r\u00e9clame - Dusens Group","description":"Aujourd'hui en publicit\u00e9, certaines marques choisissent des messages directs, tandis que d'autres, comme Intermarch\u00e9, optent pour l'\u00e9motion.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/","og_locale":"fr_FR","og_type":"article","og_title":"2024, encore \u00e0 l'\u00e8re de la r\u00e9clame - Dusens Group","og_description":"Aujourd'hui en publicit\u00e9, certaines marques choisissent des messages directs, tandis que d'autres, comme Intermarch\u00e9, optent pour l'\u00e9motion.","og_url":"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/","og_site_name":"Dusens Group","article_modified_time":"2024-11-15T13:32:05+00:00","og_image":[{"url":"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-avertising.jpg"}],"twitter_card":"summary_large_image","twitter_image":"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-avertising.jpg","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/","url":"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/","name":"2024, encore \u00e0 l'\u00e8re de la r\u00e9clame - Dusens Group","isPartOf":{"@id":"https:\/\/dusens.group\/fr\/#website"},"datePublished":"2024-06-10T12:15:43+00:00","dateModified":"2024-11-15T13:32:05+00:00","description":"Aujourd'hui en publicit\u00e9, certaines marques choisissent des messages directs, tandis que d'autres, comme Intermarch\u00e9, optent pour l'\u00e9motion.","breadcrumb":{"@id":"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/dusens.group\/fr\/the-sixth\/2024-encore-a-lere-de-la-reclame\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/dusens.group\/fr\/"},{"@type":"ListItem","position":2,"name":"The Sixth","item":"https:\/\/dusens.group\/fr\/the-sixth\/"},{"@type":"ListItem","position":3,"name":"2024, encore \u00e0 l&rsquo;\u00e8re de la r\u00e9clame"}]},{"@type":"WebSite","@id":"https:\/\/dusens.group\/fr\/#website","url":"https:\/\/dusens.group\/fr\/","name":"Dusens Group","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/dusens.group\/fr\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-FR"}]}},"_links":{"self":[{"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/the-sixth\/2221"}],"collection":[{"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/the-sixth"}],"about":[{"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/types\/the-sixth"}],"wp:attachment":[{"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/media?parent=2221"}],"wp:term":[{"taxonomy":"format","embeddable":true,"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/format?post=2221"},{"taxonomy":"themes","embeddable":true,"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/themes?post=2221"},{"taxonomy":"reading-time","embeddable":true,"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/reading-time?post=2221"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}