{"id":301,"date":"2010-07-05T22:34:03","date_gmt":"2010-07-05T21:34:03","guid":{"rendered":"http:\/\/www.stefaneguilbaud.com\/journal\/?p=301"},"modified":"2013-12-05T15:48:11","modified_gmt":"2013-12-05T14:48:11","slug":"fast-pub-sur-les-fast-food","status":"publish","type":"post","link":"https:\/\/www.stefaneguilbaud.com\/blog\/?p=301","title":{"rendered":"Fast-pub sur les fast-food"},"content":{"rendered":"

Les derni\u00e8res publicit\u00e9s pour l’enseigne Mc Donalds pr\u00e9sentent des convictions nutritionnelles touchantes .. mais un petit d\u00e9tail m’a interpell\u00e9.<\/p>\n

\n

Les publicit\u00e9s se pr\u00e9sentent sur une double page.<\/h3>\n

\u2022 PUBLICIT\u00c9 N\u00b01<\/strong><\/h2>\n

\"tomato\"<\/a><\/p>\n

PAGE DE GAUCHE :<\/strong>
Une g\u00e9n\u00e9reuse tomate en gros plan avec la mention \u00ab\u00a0100 % FRA\u00ceCHES\u00a0\u00bb
PAGE DE DROITE :<\/strong>
\u00ab\u00a0Toutes les tomates de nos sandwiches sont livr\u00e9es en restaurant, enti\u00e8res, en cagettes. Elles ont \u00e9t\u00e9 s\u00e9lectionn\u00e9es pour leur maturit\u00e9 et leur fermet\u00e9. Pour vous garantir une fra\u00eecheur optimale, elles sont tranch\u00e9es chaque matin en restaurant\u00a0\u00bb.<\/p>\n

Tout cela est vrai. Rien n’est choquant dans la phrase et la tomate est g\u00e9n\u00e9reusement belle.<\/em><\/p>\n

 <\/p>\n

\u2022 PUBLICIT\u00c9 N\u00b02<\/strong><\/h2>\n

\"coffee\"<\/a><\/p>\n

PAGE DE GAUCHE :<\/strong>
De superbes grains de caf\u00e9 en gros plan avec la mention \u00ab\u00a0100 % ARABICA\u00a0\u00bb
PAGE DE DROITE :<\/strong>
\u00ab\u00a0Notre caf\u00e9 est cultiv\u00e9 selon des principes de d\u00e9veloppement durable* (hors d\u00e9caf\u00e9in\u00e9) 100% Arabica, il est fra\u00eechement moulu dans nos restaurants et dans nos McCaf\u00e9s, au moment o\u00f9 vous le commandez et conserve ainsi tous ses ar\u00f4mes.\u00a0\u00bb<\/p>\n

Tout cela est aussi vrai. Des r\u00e9serves sont m\u00eame \u00e9mises concernant le d\u00e9caf\u00e9in\u00e9 !<\/em><\/p>\n

 <\/p>\n

\u2022 CONCLUSIONS<\/h2>\n

Mais alors que puis-je trouver de contrariant dans ces publicit\u00e9s ?
Vous ne voyez toujours pas ?<\/p>\n

\"box_03\"<\/a>– Les pleines pages de gauche proposent une tomate et des grains de caf\u00e9. Des produits bruts<\/strong> !!<\/p>\n

– Les pages de droite proposent des textes engag\u00e9s, rassurants, mais que je trouve pour ma part … ambigus<\/strong>.<\/p>\n

– Les publicit\u00e9s pr\u00e9sentent bien des produits de la marque :
Un hamburger avec ingr\u00e9dients sucr\u00e9s et\/ou gras, un caf\u00e9 avec une chantilly sucr\u00e9e et\/ou grasse, mais avec un texte et une grande photo qui nous fait focaliser<\/strong> vers ces mati\u00e8res premi\u00e8res bien cibl\u00e9es.
Je trouve cette approche tr\u00e8s subtile, mais il ne me semble pas que l’on puisse r\u00e9duire le hamburger \u00e0 une tomate, ou un caf\u00e9 gourmand \u00e0 un grain de caf\u00e9.<\/p>\n

Mais je peux me tromper.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Les derni\u00e8res publicit\u00e9s pour l’enseigne Mc Donalds pr\u00e9sentent des convictions nutritionnelles touchantes .. mais un petit d\u00e9tail m’a interpell\u00e9. Les publicit\u00e9s se pr\u00e9sentent sur une … <\/p>\n","protected":false},"author":1,"featured_media":309,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alimentation"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2010\/07\/hamburger.jpg?fit=800%2C435&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p8a0UX-4R","jetpack-related-posts":[{"id":3979,"url":"https:\/\/www.stefaneguilbaud.com\/blog\/?p=3979","url_meta":{"origin":301,"position":0},"title":"Un mod\u00e8le publicitaire\u2026 obsol\u00e8te ?","author":"SG","date":"4 mai 2023","format":false,"excerpt":"IN SITU MEDIA AGACUS ! Dans notre soci\u00e9t\u00e9 moderne, la publicit\u00e9 est partout. Elle est pr\u00e9sente dans les rues, \u00e0 la t\u00e9l\u00e9vision, sur Internet et m\u00eame sur nos smartphones. Cette saturation m\u00e8ne \u00e0 un constat simple : de plus en plus de personnes en ont marre de cette omnipr\u00e9sence publicitaire.\u2026","rel":"","context":"Dans "Coups de gueule"","block_context":{"text":"Coups de gueule","link":"https:\/\/www.stefaneguilbaud.com\/blog\/?cat=7"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2023\/05\/pexels-ksenia-chernaya-4740522-studio.jpg?fit=800%2C435&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2023\/05\/pexels-ksenia-chernaya-4740522-studio.jpg?fit=800%2C435&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2023\/05\/pexels-ksenia-chernaya-4740522-studio.jpg?fit=800%2C435&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2023\/05\/pexels-ksenia-chernaya-4740522-studio.jpg?fit=800%2C435&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":119,"url":"https:\/\/www.stefaneguilbaud.com\/blog\/?p=119","url_meta":{"origin":301,"position":1},"title":"Le coup de gueule pour LycoCard\u00ae","author":"SG","date":"14 f\u00e9vrier 2011","format":false,"excerpt":"En fait mon coup de gueule ne se porte pas sur le projet LYCOCARD\u00ae, mais sur les effets de bord que cela enclenche d\u00e9j\u00e0. 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Mon intervention au minutage\u00a02'49. \u00a0 Voix Off\u00a0: D\u2019o\u00f9 viennent les tomates que l\u2019on trouve en hiver ? St\u00e9fane\u00a0: Les tomates que l\u2019on trouve toute l\u2019ann\u00e9e sont des tomates que\u2026","rel":"","context":"Dans "Actualit\u00e9s"","block_context":{"text":"Actualit\u00e9s","link":"https:\/\/www.stefaneguilbaud.com\/blog\/?cat=8"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2015\/11\/Capture-d%E2%80%99%C3%A9cran-2015-11-11-%C3%A0-08.18.352.png?fit=800%2C435&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2015\/11\/Capture-d%E2%80%99%C3%A9cran-2015-11-11-%C3%A0-08.18.352.png?fit=800%2C435&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2015\/11\/Capture-d%E2%80%99%C3%A9cran-2015-11-11-%C3%A0-08.18.352.png?fit=800%2C435&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2015\/11\/Capture-d%E2%80%99%C3%A9cran-2015-11-11-%C3%A0-08.18.352.png?fit=800%2C435&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":2303,"url":"https:\/\/www.stefaneguilbaud.com\/blog\/?p=2303","url_meta":{"origin":301,"position":3},"title":"La grenade\u2026 un fruit d\u00e9licieux.","author":"SG","date":"18 novembre 2016","format":false,"excerpt":"C'est la saison ! Novembre, d\u00e9cembre, janvier, f\u00e9vrier ! Profitez de la grenade.\u2028 Pour se r\u00e9galer, choisir des grenades avec une teinte de peau allant du brun\/orange au rouge, mais surtout choisir des fruits lourds, garants de jutosit\u00e9. 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La Reine Sammut.","author":"SG","date":"15 juin 2010","format":false,"excerpt":"Chaque ann\u00e9e, le salon C\u00f4t\u00e9 Sud s'installe au parc Jourdan \u00e0 Aix-en-Provence. Il s'agit d'un salon de d\u00e9coration mais on y entend des infos alimentaires parfois surprenantes \u2026 Lors de chaque salon C\u00f4t\u00e9 Sud, nous pouvons assister, \u00e0 l'ombre du cagnard* proven\u00e7al, \u00e0 une d\u00e9monstration de cuisine simple, rapide et\u2026","rel":"","context":"Dans "Soci\u00e9t\u00e9"","block_context":{"text":"Soci\u00e9t\u00e9","link":"https:\/\/www.stefaneguilbaud.com\/blog\/?cat=3"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2010\/06\/cotesud.jpg?fit=800%2C435&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2010\/06\/cotesud.jpg?fit=800%2C435&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2010\/06\/cotesud.jpg?fit=800%2C435&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2010\/06\/cotesud.jpg?fit=800%2C435&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":120,"url":"https:\/\/www.stefaneguilbaud.com\/blog\/?p=120","url_meta":{"origin":301,"position":5},"title":"Ce m\u00e9dia \u2026 un vrai fils de pub !","author":"SG","date":"28 f\u00e9vrier 2011","format":false,"excerpt":"Des citoyens sous influence \u2026Il s'agit de la repr\u00e9sentation d'un syst\u00e8me bas\u00e9 sur la marque, sur l'envie et le plaisir de nous faire consommer. 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