SEMIOLOGIE DE LA COMMUNICATION

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SEMIOLOGIE!DE!LA!COMMUNICATION!
JOCELYN!MAIXENT!
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ANALYSE!SEMIOLOGIQUE!:!!
LA!CAMPAGNE!«!FIL!ROUGE»!2013!DE!RENAULT!
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Université*Paris*8*
Année*2013*–*2014*
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SOMMAIRE!
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Introduction* 3*
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1)*La*mise*en*scène*attrayante*de*la*Renault* 4*
a)#L’ambiance#cinématographique! 7!
b)#L’ambiance#luxueuse! 8!
c)#L’ambiance#du#voyage! 9!
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2)*Renault*tourné*vers*l’avenir*11*
a)#La#rencontre#asiatique!::!
b)#Renault#veut#tourner#la#page!:7!
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3)*L’incarnation*de*la*voiture*Française*17*
a)#Personnification#de#la#voiture!:8!
b)#Starification#de#la#voiture#Française!:;!
c)#Un#concept#propre#à#chaque#publicité!:9!
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Conclusion*:*Un*concept*original*et*efficace*21*
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Annexes*23*
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INTRODUCTION!
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