Chichon et rébellion : étude sémiologique d’une publicité de la marque Patagonia parue dans le magazine Surf Session de janvier 2015
In people’s imaginations, modern surfing has been linked to the environment since its introduction through “weed” in its counter-cultural version of the 1960’s-70’s (Booth, 1994). However, in the 1980’s, the sportivisation of the practice (Booth, 1995) showed a will to rid it of this unseemly image....
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| Format: | Article ou chapitre numérique |
| Sprache: | Français |
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2026
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| Online Zugang: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Zusammenfassung: | In people’s imaginations, modern surfing has been linked to the environment since its introduction through “weed” in its counter-cultural version of the 1960’s-70’s (Booth, 1994). However, in the 1980’s, the sportivisation of the practice (Booth, 1995) showed a will to rid it of this unseemly image. If some brands have explicitly resorted to this association, others have played on the “air du temps” (Sirinelli, 2023) to attract new consumers through a link with the environment. Patagonia has thus tried to open up to surfing by playing on the counter-cultural past of the practice through the privileged link that exists between surfing and nature. Relying on the content analysis (images and words) of the advertisement entitled “we have the best weed around – and we pass it on”, we will reveal its “hidden meanings” (Bardin, 1977) and the implications it has on the brand, the practice and their evolution over time. |
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