Skip to Main content Skip to Navigation
New interface
Journal articles

Les processus psychologiques lors de la création publicitaire

Abstract : Drawing on the study of the process involved in advertising messages creation, the article focuses on the relevance of social psychology in analysing the production of the medias communication. A qualitative investigation shows that in order to create a message, the designers engage in a dialogue in their working memory using "intra-psychic voices", representing, in this case, six actors of the advertising production dialogue. Through the analyzis of involved representations, we establish that the process of creation, which is iterative, structures reasoning procedures which are inductive, deductive and analogical as well as automatic and heuristic. The creative process also calls on the mental imagery which is activated at the same time as sensory-motor acts of manual graphic production. The process finishes with a phase in wich the copywriter rationalizes, with hindsight, his aesthetic and semiotic choices, bearing in mind the advertiser's requirements.
Complete list of metadata
Contributor : Didier Courbet Connect in order to contact the contributor
Submitted on : Tuesday, June 24, 2008 - 2:35:52 PM
Last modification on : Thursday, August 4, 2022 - 4:52:53 PM
Long-term archiving on: : Friday, May 28, 2010 - 10:47:22 PM


  • HAL Id : sic_00290020, version 1



Didier Courbet, Marie-Pierre Fourquet-Courbet. Les processus psychologiques lors de la création publicitaire. Hermès, La Revue - Cognition, communication, politique, 2005, 41, pp.67-74. ⟨sic_00290020⟩



Record views


Files downloads