Parcours privés pour un bien-être public. Le marketing alternatif contre l’abus d’alcool

Mehdi CHOUROU

KEYWORDS : semiology, alternative marketing, alcohol, prevention, promotion

ABSTRACT : Public welfare is dependent on a constellation of private pathways. The public space embodies, in this respect, an arena where three types of actors (institutional, associative and economic) try to attempt alcohol consumers aware of the harmful effects of this phenomenon. Our research uses semiotics of objects and medical semiology to understand the functioning of alternative marketing in the construction of an innovative preventive discourse. By investing a new space, this technique creates a significant gap, an effect of surprise that challenges (or not) the receivers. How does alternative marketing work in the transformation of everyday objects? What are the boundaries between advertising message and preventive message? How is the division of roles in the prevention of alcohol abuse? How is the division of roles in the prevention of alcohol abuse?

To read the abstract of the article in French, click on the link below :
Parcours privés pour un bien-être public. Le marketing alternatif contre l’abus d’alcool

Mehdi CHOUROU

Editeur, Studio 133, Tunis
mehdichourou[at]gmail.com

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