{"id":3675,"date":"2023-11-09T16:16:26","date_gmt":"2023-11-09T15:16:26","guid":{"rendered":"https:\/\/www.csa.be\/egalitediversite\/?page_id=3675"},"modified":"2024-03-08T10:03:53","modified_gmt":"2024-03-08T09:03:53","slug":"dans-la-pub","status":"publish","type":"page","link":"https:\/\/www.csa.be\/egalitediversite\/dans-la-pub\/","title":{"rendered":"Dans la pub"},"content":{"rendered":"

[et_pb_section fb_built=\u00a0\u00bb1″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#4fb798″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

La diversit\u00e9 et l’\u00e9galit\u00e9 dans la publicit\u00e9<\/h1>\n

[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_2_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||on|||#4a6bb4|\u00a0\u00bb custom_padding=\u00a0\u00bb|||20px|false|false\u00a0\u00bb border_width_left=\u00a0\u00bb4px\u00a0\u00bb border_color_left=\u00a0\u00bb#b61615″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Pourquoi une \u00e9tude sur la diversit\u00e9 et l’\u00e9galit\u00e9 dans les communications commerciales ?<\/h2>\n

 <\/p>\n

En tant qu\u2019agent de socialisation, la publicit\u00e9 semble infiltrer au quotidien nos imaginaires collectifs. \u00ab Promesse r\u00e9p\u00e9t\u00e9e de style de vie \u00bb*(DE IULIO, Simona, Etudier la publicit\u00e9, Fontaine : Presses Universitaires de Grenoble, 2016) autant que miroir des \u00e9volutions sociales, culturelles et \u00e9conomiques de la soci\u00e9t\u00e9, elle op\u00e8re un travail de r\u00e9ification de certaines normes et valeurs au travers d\u2019un processus de st\u00e9r\u00e9otypie propre au discours publicitaire.<\/p>\n

Les Barom\u00e8tres de la Diversit\u00e9 et de l\u2019\u00c9galit\u00e9 en 2017 et 2019 se sont pench\u00e9s \u00e9galement sur la repr\u00e9sentation des genres dans la communication commerciale en se posant la question de savoir si un r\u00f4le social est \u00ab assign\u00e9 \u00bb aux personnages de la communication commerciale en fonction de leur sexe. D\u00e8s lors, existe-t-il des st\u00e9r\u00e9otypes de genre ? Et y-a-t-il une \u00ab assignation de genre \u00bb?<\/p>\n

Ces \u00e9tudes \u00e0 la fois quantitatives et qualitatives ont \u00e9t\u00e9 men\u00e9es dans le but de susciter la r\u00e9flexion et d’encourager le dialogue sur l\u2019image des femmes et des hommes dans la communication commerciale, entre les diff\u00e9rents maillons de la cha\u00eene audiovisuelle.<\/p>\n

Par ailleurs, en 2022 \u00e0 la suite notamment des constats de ces \u00e9tudes, le Coll\u00e8ge d\u2019avis du CSA a adopt\u00e9 un Code pour lutter contre le sexisme et les st\u00e9r\u00e9otypes dans la publicit\u00e9.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_3_text_color=\u00a0\u00bb#4fb798″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Tables de mati\u00e8res des Barom\u00e8tres<\/h2>\n

<\/span><\/h3>\n

<\/h3>\n

Les 2 mini sites consacr\u00e9s aux Barom\u00e8tres qui int\u00e8grent la publicit\u00e9 dans leurs analyses:<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_5,1_5,1_5,1_5,1_5″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2023\/04\/barometre2017-scaled.jpg\u00a0\u00bb title_text=\u00a0\u00bbbarometre2017″ url=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/220-2\/\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb box_shadow_style=\u00a0\u00bbpreset1″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

2017<\/strong><\/p>\n

Programmes et pub<\/strong><\/p>\n

TV<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2023\/04\/barometre-RADIO-Programme-2019–scaled.jpg\u00a0\u00bb title_text=\u00a0\u00bbbarometre-RADIO-Programme-2019-\u00a0\u00bb url=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/barometre-page-daccueil\/\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb box_shadow_style=\u00a0\u00bbpreset1″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

2019<\/strong><\/p>\n

Programmes et pub<\/strong><\/p>\n

radio<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_3_text_color=\u00a0\u00bb#4fb798″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Les volets \u00ab\u00a0communication commerciale\u00a0\u00bb de nos barom\u00e8tres \u00e0 t\u00e9l\u00e9charger (PDF):<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Les \u00e9ditions consacr\u00e9es aux publicit\u00e9s:<\/span><\/strong><\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_5,1_5,1_5,1_5,1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2023\/04\/barometre2017-partiecomcommerciale-scaled.jpg\u00a0\u00bb title_text=\u00a0\u00bbbarometre2017-partiecomcommerciale\u00a0\u00bb url=\u00a0\u00bbhttps:\/\/www.csa.be\/wp-content\/uploads\/documents-csa\/CSA_barometre2017-partiecomcommerciale.pdf\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb box_shadow_style=\u00a0\u00bbpreset3″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

2017<\/span><\/strong><\/p>\n

La communication commerciale en TV<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2023\/04\/CSA_Barometre_Pub_2019-1-1-scaled.jpg\u00a0\u00bb title_text=\u00a0\u00bbCSA_Barometre_Pub_2019-1″ url=\u00a0\u00bbhttps:\/\/www.csa.be\/document\/barometre-2019-publicites-radios\/\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb box_shadow_style=\u00a0\u00bbpreset3″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

2019<\/span><\/strong><\/p>\n

La communication commerciale en radio<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_3_text_color=\u00a0\u00bb#4fb798″ hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n

Le Code de conduite sur les publicit\u00e9s sexistes, hypersexualis\u00e9es, et fond\u00e9es sur des st\u00e9r\u00e9otypes de genre et son guide pratique:\u00a0<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_5,1_5,1_5,1_5,1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2023\/11\/20220714_Codepubsexistes-1-scaled.jpg\u00a0\u00bb title_text=\u00a0\u00bb20220714_Codepubsexistes-1″ url=\u00a0\u00bbhttps:\/\/www.csa.be\/document\/codepubssexistes\/\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb box_shadow_style=\u00a0\u00bbpreset3″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb link_option_url=\u00a0\u00bbhttps:\/\/www.csa.be\/document\/codepubssexistes\/\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

2022<\/span><\/strong><\/p>\n

Le Code de conduite du
<\/span><\/p>\n

Coll\u00e8ge d’avis (PDF)
<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2024\/03\/couverture_guide_pub_sexitse.png\u00a0\u00bb title_text=\u00a0\u00bbcouverture_guide_pub_sexitse\u00a0\u00bb url=\u00a0\u00bbhttps:\/\/www.csa.be\/wp-content\/uploads\/2023\/11\/GENRE_ET_PUB_CSA_GuidePratique.pdf\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb box_shadow_style=\u00a0\u00bbpreset3″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb link_option_url=\u00a0\u00bbhttps:\/\/www.csa.be\/document\/codepubssexistes\/\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

2023<\/span><\/strong><\/p>\n

Le guide pratique<\/span><\/p>\n

pour des pubs non sexistes (PDF)
<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

La diversit\u00e9 et l’\u00e9galit\u00e9 dans la publicit\u00e9Pourquoi une \u00e9tude sur la diversit\u00e9 et l’\u00e9galit\u00e9 dans les communications commerciales ?   En tant qu\u2019agent de socialisation, la publicit\u00e9 semble infiltrer au quotidien nos imaginaires collectifs. \u00ab Promesse r\u00e9p\u00e9t\u00e9e de style de vie \u00bb*(DE IULIO, Simona, Etudier la publicit\u00e9, Fontaine : Presses Universitaires de Grenoble, 2016) autant […]<\/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-3675","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages\/3675","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=3675"}],"version-history":[{"count":9,"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages\/3675\/revisions"}],"predecessor-version":[{"id":3696,"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages\/3675\/revisions\/3696"}],"wp:attachment":[{"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/media?parent=3675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}