{"id":11907,"date":"2008-11-28T04:23:00","date_gmt":"2008-11-28T04:23:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/book-review-truth-lies-advertising\/"},"modified":"2025-09-15T23:00:51","modified_gmt":"2025-09-16T03:00:51","slug":"critique-de-livre-la-verite-ment-la-publicite","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/book-review-truth-lies-advertising\/","title":{"rendered":"Critique de livre : \u00ab V\u00e9rit\u00e9, mensonges et publicit\u00e9 \u00bb"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/tla.jpg?__SQUARESPACE_CACHEVERSION=1233894251615\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\">Dans le cadre de notre s\u00e9rie de critiques de livres de marketing, nous avons r\u00e9cemment examin\u00e9 \u00ab Truth, Lies and Advertising : the Art of Account Planning \u00bb de Jon Steel. Bien qu&#039;il soit ax\u00e9 sur la publicit\u00e9, le contenu du livre peut facilement \u00eatre appliqu\u00e9 \u00e0 d&#039;autres branches des services marketing. Nous \u00e9tions particuli\u00e8rement impatients de lire son point de vue sur les \u00e9tudes de march\u00e9 dans les campagnes publicitaires.<\/p>\n<p>L&#039;objectif de Steel est de proposer un nouveau mod\u00e8le de publicit\u00e9 bas\u00e9 sur la complexit\u00e9 des personnes et de leurs \u00e9motions. Le mod\u00e8le int\u00e8gre un partenariat de parties prenantes dans une campagne publicitaire\u00a0:<\/p>\n<ul>\n<li>le point de vue commercial du client<\/li>\n<li>le point de vue cr\u00e9atif de l&#039;agence<\/li>\n<li>opinions and prejudices of the people at whom advertising is aimed; In other words, the consumer needs to be probed for insecurities, motivations, habits, and prejudices<\/li>\n<\/ul>\n<p>En \u00ab triangulant \u00bb ces perspectives, on en parvient \u00e0 se rapprocher de la v\u00e9rit\u00e9. Ce mod\u00e8le repose sur une appr\u00e9ciation du chaos. La justification de l&#039;acier est que la somme du tout est sup\u00e9rieure aux parties individuelles. \u00c0 l\u2019inverse, si une perspective domine, la qualit\u00e9 et l\u2019efficacit\u00e9 d\u2019une campagne publicitaire peuvent en souffrir. Le chaos, indique Steel, peut \u00eatre utile pour fournir le meilleur travail aux clients.<\/p>\n<ul>\n<li>Environnement affectant la recherche sur la publicit\u00e9<\/li>\n<li>Dans quel genre d\u2019humeur cela les met-il ?<\/li>\n<li>Chance (devrait \u00eatre encourag\u00e9e)<\/li>\n<\/ul>\n<p>Steel poursuit en \u00e9tablissant un parall\u00e8le inattendu entre la physique quantique et la publicit\u00e9, en r\u00e9f\u00e9rence au chaos. En fin de compte, Steel laisse entendre que le chaos et le d\u00e9sir de perspectives contradictoires en physique quantique sont similaires \u00e0 son approche des perspectives diverses.<\/p>\n<p>Steel continues to define Advertising according to Jeff Goodby&#8217;s definition: getting into one\u2019s mind and changing one\u2019s mind, but not telling one how to think. Along these lines, Steel asserts that Advertising cannot sell something; instead it influences the mind, which can influence purchasing.<\/p>\n<p>Alors, la publicit\u00e9, art ou business ? Goodby a d\u00e9clar\u00e9 que la publicit\u00e9 \u00e9tait l&#039;affaire de changer les mentalit\u00e9s. Il appara\u00eet donc que la publicit\u00e9 est un m\u00e9lange d\u2019art et de commerce, orient\u00e9 vers le commerce. Concevoir la publicit\u00e9 principalement comme un art est probl\u00e9matique car cela soul\u00e8ve le probl\u00e8me de placer les int\u00e9r\u00eats du cr\u00e9atif avant ceux du client. L&#039;acier implique que les annonceurs doivent comprendre que l&#039;objectif de leurs clients est de vendre des produits ou des id\u00e9es.<\/p>\n<p>Par ailleurs, la publicit\u00e9 est-elle une science ou un art ? Steel affirme que la publicit\u00e9 n\u2019est pas une science car elle n\u00e9glige la complexit\u00e9 des \u00e9motions humaines. La science suppose que l\u2019on peut d\u00e9monter les composants et reconstruire les choses selon le mod\u00e8le de machine de Margaret Wheatley. Des donn\u00e9es trop scientifiques peuvent, selon Steel, se concentrer sur les arbres et n\u00e9gliger la for\u00eat.<\/p>\n<p>Steel writes about the power of the unscientific method. He cites evidence that some of the best brains, including Einstein, Oppenheimer (a physicist), and Watson\/Crick, deviated from the scientific method by combining science and art (intuition, fantasy). Steel implies that this occurred because these great thinkers realized that the scientific method could not explain everything.<\/p>\n<p>Contextuellement, la publicit\u00e9 se heurte \u00e0 plusieurs probl\u00e8mes pour atteindre les consommateurs. La publicit\u00e9 s&#039;adresse aux gens et tente de leur dire quoi faire. Les messages ont \u00e9t\u00e9 surutilis\u00e9s. Par cons\u00e9quent, les gens n\u2019aiment pas la publicit\u00e9. Steel propose que la Sainte Trinit\u00e9 dans la publicit\u00e9 se compose de\u00a0:<\/p>\n<ul>\n<li>simplicit\u00e9<\/li>\n<li>bon sens<\/li>\n<li>la cr\u00e9ativit\u00e9<\/li>\n<\/ul>\n<p><strong>Id\u00e9es sur la recherche<\/strong><br \/>\nSteel asserts that clients assume that those on the outside share their same amount of knowledge, and that it was the role of the planner needs to change this. He indicates that the focus group moderator should have the power to introduce a completely new idea and deviate from the discussion guide. For example, he worked on a project on \u201cDisability Insurance,\u201d which by itself is a word that makes people shudder. Exploratory research was employed to allow the respondent to freely think and speak her thoughts. He found that respondents considered disability insurance as a necessary evil. As a result, the resulting ad campaign focused on the wide picture of the future and the realities that would impact some of the population. The message was that the company had your interests at heart.<\/p>\n<p>Steel also claims that researchers need to look at what is not being said. Citing the example of a project for KPMG Peat Marwick, he had conducted many interviews with high-level executives. All research interviews consisted of the respondent telling the interviewer that what they were saying was all confidential. Hence, he came up with the idea to make a slogan conveying the exciting, stealthy, and confidential nature of what KPMG did.<\/p>\n<p>En fin de compte, le livre pr\u00e9sente des exemples revigorants de publicit\u00e9s cr\u00e9atives. Son style d&#039;\u00e9criture facile \u00e0 lire est coh\u00e9rent avec ses th\u00e9ories g\u00e9n\u00e9rales sur la simplicit\u00e9 et le bon sens en publicit\u00e9. Ses th\u00e9ories sur les campagnes publicitaires sont utiles pour conceptualiser la campagne publicitaire la plus efficace. Notre seul d\u00e9plaisir \u00e9tait que ses id\u00e9es sur la recherche n\u2019apportaient pas grand chose en valeur \u00e0 celles d\u2019autres auteurs du genre, comme Clotaire Rapaille auteur du \u00ab Code de la culture \u00bb.<\/p>","protected":false},"excerpt":{"rendered":"<p><span class=\"full-image-float-left ssNonEditable\"><span><img decoding=\"async\" style=\"width: 200px;\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/tla.jpg?__SQUARESPACE_CACHEVERSION=1233894251615\" alt=\"\" \/><\/span><\/span>Dans le cadre de notre s\u00e9rie de critiques de livres de marketing, nous avons r\u00e9cemment examin\u00e9 \u00ab Truth, Lies and Advertising : the Art of Account Planning \u00bb de Jon Steel. Bien qu&#039;il soit ax\u00e9 sur la publicit\u00e9, le contenu du livre peut facilement \u00eatre appliqu\u00e9 \u00e0 d&#039;autres branches des services marketing. Nous \u00e9tions particuli\u00e8rement impatients de lire son point de vue sur les \u00e9tudes de march\u00e9 dans les campagnes publicitaires.<\/p>\n<p>L&#039;objectif de Steel est de proposer un nouveau mod\u00e8le de publicit\u00e9 bas\u00e9 sur la complexit\u00e9 des personnes et de leurs \u00e9motions. Le mod\u00e8le int\u00e8gre un partenariat de parties prenantes dans une campagne publicitaire\u00a0:<\/p>\n<ul>\n<li>le point de vue commercial du client<\/li>\n<li>le point de vue cr\u00e9atif de l&#039;agence<\/li>\n<li>les opinions et pr\u00e9jug\u00e9s des personnes auxquelles la publicit\u00e9 est destin\u00e9e\u00a0; En d\u2019autres termes, le consommateur doit \u00eatre interrog\u00e9 sur ses ins\u00e9curit\u00e9s, ses motivations, ses habitudes, ses pr\u00e9jug\u00e9s.<\/li>\n<\/ul>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-11907","post","type-post","status-publish","format-standard","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/11907","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=11907"}],"version-history":[{"count":2,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/11907\/revisions"}],"predecessor-version":[{"id":68962,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/11907\/revisions\/68962"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=11907"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=11907"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=11907"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}