{"id":2947,"date":"2021-03-02T16:59:22","date_gmt":"2021-03-02T15:59:22","guid":{"rendered":"https:\/\/www.csa.be\/egalitediversite\/?page_id=2947"},"modified":"2021-09-30T10:49:05","modified_gmt":"2021-09-30T08:49:05","slug":"barometre-2019-pub-conclusions","status":"publish","type":"page","link":"https:\/\/www.csa.be\/egalitediversite\/barometre-2019-pub-conclusions\/","title":{"rendered":"Barom\u00e8tre 2019: Pub &#8211; conclusions"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbrgba(0,0,0,0)\u00a0\u00bb use_background_color_gradient=\u00a0\u00bbon\u00a0\u00bb background_color_gradient_start=\u00a0\u00bb#4fb798&Prime; background_color_gradient_end=\u00a0\u00bb#005497&Prime; custom_margin=\u00a0\u00bb||-10px|||\u00a0\u00bb custom_padding=\u00a0\u00bb||9px|||\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb3.25&Prime; use_background_color_gradient=\u00a0\u00bbon\u00a0\u00bb background_color_gradient_start=\u00a0\u00bbrgba(26,24,68,0)\u00a0\u00bb background_color_gradient_end=\u00a0\u00bb#1a1844&Prime; 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_module_preset=\u00a0\u00bbdefault\u00a0\u00bb min_height=\u00a0\u00bb737px\u00a0\u00bb custom_margin=\u00a0\u00bb-136px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px|0px|1px||false|false\u00a0\u00bb custom_css_main_element=\u00a0\u00bbz-index:99;\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb text_font_size=\u00a0\u00bb65px\u00a0\u00bb text_line_height=\u00a0\u00bb1.9em\u00a0\u00bb background_color=\u00a0\u00bbrgba(0,0,0,0)\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb width=\u00a0\u00bb65%\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_margin=\u00a0\u00bb-33px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb]<\/p>\n<p style=\"text-align: center;\"><strong>Barom\u00e8tre PUB<br \/> <\/strong><\/p>\n<p style=\"text-align: center;\"><strong>Les conclusions<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb min_height=\u00a0\u00bb420px\u00a0\u00bb custom_margin=\u00a0\u00bb||-80px|||\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto||auto||\u00a0\u00bb custom_padding=\u00a0\u00bb60px||0px|||\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb header_font=\u00a0\u00bbLato|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb header_font_size=\u00a0\u00bb60px\u00a0\u00bb header_line_height=\u00a0\u00bb1.2em\u00a0\u00bb header_2_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb header_2_font_size=\u00a0\u00bb22px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.6em\u00a0\u00bb custom_margin=\u00a0\u00bb||20px|||\u00a0\u00bb]<\/p>\n<h3><span style=\"color: #33cccc;\">Conclusions du Barom\u00e8tre de la communication commerciale<\/span><\/h3>\n<h1><span style=\"color: #000000;\">Des progr\u00e8s restent \u00e0 faire, il faut consolider les initiatives<\/span><span color=\"#1a1844\" style=\"color: #1a1844;\"><br \/> <\/span><\/h1>\n<ul><\/ul>\n<p>[\/et_pb_text][et_pb_divider color=\u00a0\u00bb#1a1844&Prime; divider_weight=\u00a0\u00bb3px\u00a0\u00bb _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb20%\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb]<\/p>\n<p>A travers les diff\u00e9rentes repr\u00e9sentations rencontr\u00e9es, nous voyons que la publicit\u00e9 <strong>tend \u00e0 assigner des r\u00f4les pr\u00e9\u00e9tablis <\/strong>aux hommes et aux femmes en fonction de leur genre. Les communications commerciales visant \u00e0 d\u00e9fier et transgresser ces repr\u00e9sentations st\u00e9r\u00e9otyp\u00e9es existent mais elles sont encore peu nombreuses.<\/p>\n<p>Il appara\u00eet essentiel que le monde publicitaire <strong>prenne conscience des repr\u00e9sentations<\/strong> qu\u2019il diffuse et surtout du r\u00f4le qu\u2019il joue aupr\u00e8s du public. En effet, la publicit\u00e9 ne se limite pas \u00e0 influer sur les habitudes de consommation, elle contribue aussi \u00e0 fa\u00e7onner l\u2019image du monde qui nous entoure. En tant que \u00ab\u00a0r\u00e9cit m\u00e9diatique\u00a0\u00bb<a href=\"#_ftn1\" name=\"_ftnref1\"><span>[1]<\/span><\/a>, le r\u00e9cit publicitaire laisse des traces dans nos esprits, s\u00e9dimente nos repr\u00e9sentations. La publicit\u00e9 poss\u00e8de donc une responsabilit\u00e9 sociale et un r\u00f4le \u00e0 jouer dans l\u2019\u00e9volution de la soci\u00e9t\u00e9.<\/p>\n<p>Plusieurs initiatives existent d\u00e9j\u00e0 qui se fondent sur ce pouvoir de la publicit\u00e9 pour forger de nouvelles repr\u00e9sentations dans la soci\u00e9t\u00e9. A l\u2019\u00e9chelle internationale, on rel\u00e8vera l\u2019initiative \u00ab\u00a0Unstereotype Alliance\u00a0\u00bb, men\u00e9e par l\u2019industrie publicitaire sous l\u2019\u00e9gide de l\u2019ONU ou encore le \u00ab\u00a0guide pour une repr\u00e9sentation progressiste des genres dans la publicit\u00e9\u00a0\u00bb<a href=\"#_ftn2\" name=\"_ftnref2\"><span>[2]<\/span><\/a> de la World Federation of Advertisers. En Belgique, l\u2019Union belge des annonceurs\u00a0a publi\u00e9 en janvier 2019 une charte, intitul\u00e9e \u00ab\u00a0Unstereotype communication\u00a0\u00bb, visant \u00e0 favoriser la diversit\u00e9 et l\u2019inclusion dans la publicit\u00e9.<\/p>\n<p>Les r\u00e9sultats du pr\u00e9sent Barom\u00e8tre montrent toutefois que des progr\u00e8s restent \u00e0 faire et qu\u2019il convient de consolider ces initiatives.<\/p>\n<p>En effet, dans un monde o\u00f9 les identit\u00e9s de genre ne cessent d&rsquo;\u00e9voluer et de se fluidifier, il para\u00eet indispensable que le discours publicitaire s&rsquo;adapte mieux \u00e0 la r\u00e9alit\u00e9 sociale et que les femmes puissent se reconna\u00eetre au travers de repr\u00e9sentations de leurs exp\u00e9riences plus justes et diversifi\u00e9es.\u00a0<\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb-1px|||||\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb5px|||||\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_divider _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][\/et_pb_divider][et_pb_button button_url=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2021\/03\/CSA_barometre-RADIO-Pub-2019-WEB.pdf\u00a0\u00bb button_text=\u00a0\u00bbT\u00e9l\u00e9chargez le Barom\u00e8tre PUB \u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_button=\u00a0\u00bbon\u00a0\u00bb button_bg_color=\u00a0\u00bb#4db295&Prime; background_layout=\u00a0\u00bbdark\u00a0\u00bb][\/et_pb_button][et_pb_button button_url=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2021\/03\/Synthese-Barometre-PUB-pour-site.pdf\u00a0\u00bb button_text=\u00a0\u00bbT\u00e9l\u00e9chargez la synth\u00e8se du Barom\u00e8tre PUB\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_button=\u00a0\u00bbon\u00a0\u00bb button_bg_color=\u00a0\u00bb#4db295&Prime; background_layout=\u00a0\u00bbdark\u00a0\u00bb][\/et_pb_button][et_pb_divider _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][\/et_pb_divider][et_pb_button button_url=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2021\/09\/CSA_barometre-RADIO-Programme-2019-WEB.pdf\u00a0\u00bb button_text=\u00a0\u00bbT\u00e9l\u00e9chargez le Barom\u00e8tre Programmes\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_button=\u00a0\u00bbon\u00a0\u00bb button_text_color=\u00a0\u00bb#4db295&Prime; background_layout=\u00a0\u00bbdark\u00a0\u00bb custom_padding=\u00a0\u00bb||17px|||\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime;][\/et_pb_button][et_pb_button button_url=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2021\/04\/Synthese-Barometre-programmes-2019.pdf\u00a0\u00bb button_text=\u00a0\u00bbT\u00e9l\u00e9chargez la synth\u00e8se du Barom\u00e8tre Programmes\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.5.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_button=\u00a0\u00bbon\u00a0\u00bb button_text_color=\u00a0\u00bb#4db295&Prime; background_layout=\u00a0\u00bbdark\u00a0\u00bb custom_padding=\u00a0\u00bb||17px|||\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Barom\u00e8tre PUB Les conclusionsConclusions du Barom\u00e8tre de la communication commerciale Des progr\u00e8s restent \u00e0 faire, il faut consolider les initiatives A travers les diff\u00e9rentes repr\u00e9sentations rencontr\u00e9es, nous voyons que la publicit\u00e9 tend \u00e0 assigner des r\u00f4les pr\u00e9\u00e9tablis aux hommes et aux femmes en fonction de leur genre. Les communications commerciales visant \u00e0 d\u00e9fier et transgresser [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-2947","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages\/2947","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/comments?post=2947"}],"version-history":[{"count":10,"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages\/2947\/revisions"}],"predecessor-version":[{"id":3231,"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages\/2947\/revisions\/3231"}],"wp:attachment":[{"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/media?parent=2947"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}