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  • Scandales et polémiques : erreurs involontaires ou badvertising ?

Scandales et polémiques : erreurs involontaires ou badvertising ?

Sarah Lefebvre15 mars 202225 septembre 2022

Faire des erreurs volontairement pour que l’on parle de soi, c’est tout l’enjeu du badvertising. Aussi risqué que soit cette stratégie, la polémique et le scandales auront pour conséquence d’apporter de la visibilité médiatique et sociale. Provoquer la toile, un jeu qui en vaut la chandelle ?

Le marketing du scandale n’est pas une nouveauté : en 1993, la marque qui doit sa notoriété à sa communication provocatrice, c’est United Colors of Benetton qui en aura marqué plus d’un. Le sujet du scandale : une série de photos  montrant une partie du corps tatouée d’un « H.I.V positive ». Cette publicité a suscité beaucoup de réaction et c’était exactement le but recherché. Condamnée à stopper sa campagne et a verser des dommages et intérêts à 3 séropositifs moralement atteints par la campagne, cette campagne a néanmoins beaucoup rapporté.

Les exemples aujourd’hui se retrouvent dans tous les domaines, industrie de la mode, monde de l’influence mais aussi politique. C’est la stratégie adoptée par Trump et qui consiste à provoquer au-delà des limites afin de polariser au maximum les électeurs. La stratégie « on m’aime ou on me déteste » demeure aujourd’hui une très bonne stratégie. Autre exemple dans le monde de la mode cette fois : Abercrombie & Fitch, qui divisait en proposant des tailles XXX-S mais en bannissant les tailles XL et plus dans leur magasins. La marque était pourtant très populaire.

Le secret est donc de pas porter atteinte à l’ADN de la marque, auquel cas cela créerait une véritable crise. À l’instar de Facebook, accusé de ne pas protéger suffisamment les données de ses utilisateurs et de Volkswagen, forcé de reconnaître des tricheries aux normes anti-pollution.

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Next: De « laid » à « emblématique » : Comment Crocs a transformé la perception de la marque

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  66. сандарды қосу және азайту 1 сынып dit :
    5 octobre 2024 à 2 h 39 min

    witch’s exit музыкасы тегін жүктеп алыңыз
    фармацевтикалық бөлшек
    сауда буынының қызметін ұйымдастыру,
    дәрілік заттарды ұтымды пайдалану отырар қай жерде орналасқан,
    отырар қаласы эссе жұмыртқа сатып алу, бөдене жұмыртқасы пайдасы

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  67. гиподинамия алдын алу шаралары dit :
    7 octobre 2024 à 12 h 25 min

    цинк витамин пайдасы, цинк + витамин с
    отзывы үйді сипаттау, киіз үй түрлері тәрбиенің тұжырымдамалық негіздері 145 бұйрық, 338 бұйрыққа
    өзгеріс сүйінбай мен тезек төре
    айтысы мазмұны, тезек төре кім

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  68. приснилось как рожаю дочь dit :
    12 octobre 2024 à 14 h 03 min

    к чему снится обнять парня который нравится
    23 августа 1989 год знак зодиака к чему сниться умерший отец мертвым
    сонник если приснилась луна приснилась что мыла

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  69. премьер-министры казахстана dit :
    14 octobre 2024 à 23 h 05 min

    алма ағаштың гүліндей, алма ағаштың гүліндей текст үлес ұғымын қалыптастыру әдістемесі,
    үлестер дегеніміз не миллион текст бандана,
    это бандана как подключить ежедневный пакет актив 190 тенге, как подключить ежедневный пакет на актив

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  70. работа коррекция текста удаленно dit :
    1 novembre 2024 à 21 h 11 min

    быстрый способ заработка в интернете
    рисовать за деньги в интернете фриланс в россии статьи блог переводчика фрилансера

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