{"id":3797,"date":"2024-05-13T11:42:05","date_gmt":"2024-05-13T09:42:05","guid":{"rendered":"https:\/\/www.csa.be\/egalitediversite\/?page_id=3797"},"modified":"2024-05-13T11:51:07","modified_gmt":"2024-05-13T09:51:07","slug":"autour-de-la-publicite","status":"publish","type":"page","link":"https:\/\/www.csa.be\/egalitediversite\/autour-de-la-publicite\/","title":{"rendered":"Autour de la publicit\u00e9"},"content":{"rendered":"

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Autour de la pub<\/h1>\n

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des questions de<\/span> diversit\u00e9 <\/span>et d’<\/span>\u00e9galit\u00e9<\/span><\/span><\/h3>\n

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sticky_enabled=\u00a0\u00bb0″][\/et_pb_blurb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb4.19.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb custom_padding=\u00a0\u00bb50px|50px|50px|50px|true|true\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb30px|30px|30px|30px|true|true\u00a0\u00bb custom_padding_phone=\u00a0\u00bb20px|20px|20px|20px|true|true\u00a0\u00bb custom_padding_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbAutour de la pub\u00a0\u00bb use_icon=\u00a0\u00bbon\u00a0\u00bb font_icon=\u00a0\u00bb||fa||900″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bb95a70168-6dff-458e-817d-d281f3b69ab5″ hover_enabled=\u00a0\u00bb0″ locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb url=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/autour-de-la-publicite\/\u00a0\u00bb 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Pourquoi \u00e9tudier la pub ?<\/h2>\n

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Les Barom\u00e8tres de la Diversit\u00e9 et de l\u2019\u00c9galit\u00e9 en 2017 et 2019 se sont pench\u00e9s sur la repr\u00e9sentation des genres dans la communication commerciale en se posant la question de savoir si un r\u00f4le social \u00e9taient \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\u2019encourager 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. Un guide pratique\u00a0 a \u00e9galement \u00e9t\u00e9 \u00e9labor\u00e9 par la suite en concertation avec des expert.es, des annonceurs et les \u00e9diteurs. Celui-ci servira notamment de support aux formations propos\u00e9es par le CSA.<\/p>\n<\/div>\n<\/div>\n

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Les deux \u00e9tudes \u00e0 t\u00e9l\u00e9charger en PDF
<\/strong><\/h2>\n

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2017 (TV)<\/h4>\n

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T\u00e9l\u00e9chargez le Barom\u00e8tre 2017 consacr\u00e9 aux publicit\u00e9s en t\u00e9l\u00e9<\/a><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb|20px|20px|20px|false|true\u00a0\u00bb border_radii=\u00a0\u00bbon|30px|30px|30px|30px\u00a0\u00bb border_width_all=\u00a0\u00bb1px\u00a0\u00bb border_color_all=\u00a0\u00bbrgba(0,0,0,0.12)\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\/04\/2019_Pub_Mockup.jpg\u00a0\u00bb alt=\u00a0\u00bbCouverture du barom\u00e8tre 2019 (pub)\u00a0\u00bb title_text=\u00a0\u00bbCouverture du barom\u00e8tre 2019 (pub)\u00a0\u00bb url=\u00a0\u00bbhttps:\/\/www.csa.be\/document\/barometre-2019-publicites-radios\/\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb|-20px||-20px|false|true\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bb23a74c0d-d809-4288-8717-df46f50668fb\u00a0\u00bb custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb link_option_url=\u00a0\u00bbhttps:\/\/www.csa.be\/document\/barometre-2019-publicites-radios\/\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

2019 (radio)<\/h4>\n

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T\u00e9l\u00e9chargez le Barom\u00e8tre 2019 consacr\u00e9 aux publicit\u00e9s en radio<\/a><\/p>\n

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Un code de conduite<\/h2>\n

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En 2022, le Coll\u00e8ge d’avis du CSA adoptait un code de conduite qui offre une analyse approfondie des diff\u00e9rentes manifestations du sexisme dans la publicit\u00e9 et de ses impacts, notamment sur les jeunes publics. Plus concr\u00e8tement, il se pr\u00e9sente comme un outil qui permet au secteur de s\u2019engager de mani\u00e8re proactive pour r\u00e9pondre aux enjeux de la probl\u00e9matique du sexisme et a pour volont\u00e9 de circonscrire et d\u00e9finir les manifestations du sexisme afin d\u2019encourager des communications commerciales plus \u00e9galitaires et inclusives.<\/p>\n

[\/et_pb_text][et_pb_button button_url=\u00a0\u00bbhttps:\/\/www.csa.be\/wp-content\/uploads\/2022\/07\/20220714_Codepubsexistes.pdf\u00a0\u00bb button_text=\u00a0\u00bbT\u00e9l\u00e9chargez le Code (PDF)\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bb8d0a34eb-b905-405a-aaac-980e225073e4″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbCall to Action\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb1_2,1_2″ use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb1″ make_equal=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb100%\u00a0\u00bb max_width=\u00a0\u00bbnone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/www.csa.be\/egalitediversite\/wp-content\/uploads\/sites\/2\/2024\/05\/couverture_guide_pub-2-scaled.jpg\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_divider show_divider=\u00a0\u00bboff\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb height_tablet=\u00a0\u00bb40vw\u00a0\u00bb height_phone=\u00a0\u00bb40vw\u00a0\u00bb height_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbgcid-a4870473-0ec3-40e3-b68b-386afbb8d1b5″ custom_padding=\u00a0\u00bb8%|8%|8%|8%|true|true\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-a4870473-0ec3-40e3-b68b-386afbb8d1b5%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bb058b821c-0873-4a3a-927e-3029dee2e2c1″ text_text_color=\u00a0\u00bb#000000″ header_2_text_color=\u00a0\u00bb#000000″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Un guide pratique<\/h2>\n

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Le guide a \u00e9t\u00e9 pens\u00e9 pour accompagner l’application du Code de conduite. Il s\u2019agit d\u2019un outil pratique et p\u00e9dagogique pour aider le secteur \u00e0 d\u00e9construire les st\u00e9r\u00e9otypes et agir sur les repr\u00e9sentations v\u00e9hicul\u00e9es dans leurs publicit\u00e9s ou celles qu\u2019ils diffusent.<\/p>\n

Chaque chapitre reprend les d\u00e9finitions et crit\u00e8res du Code de conduite et liste une s\u00e9rie de questions qui permet d\u2019identifier des \u00e9l\u00e9ments potentiellement porteurs de st\u00e9r\u00e9otypes sexistes dans une publicit\u00e9. Des sc\u00e9narios de publicit\u00e9s fictives illustrent ces diff\u00e9rents \u00e9l\u00e9ments et tracent aussi des pistes pour imaginer des publicit\u00e9s non sexistes.<\/p>\n

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Autour de la pubdes questions de diversit\u00e9 et d’\u00e9galit\u00e9Pourquoi \u00e9tudier la pub ? Les Barom\u00e8tres de la Diversit\u00e9 et de l\u2019\u00c9galit\u00e9 en 2017 et 2019 se sont pench\u00e9s sur la repr\u00e9sentation des genres dans la communication commerciale en se posant la question de savoir si un r\u00f4le social \u00e9taient \u00ab assign\u00e9 \u00bb aux personnages de […]<\/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-3797","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages\/3797","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=3797"}],"version-history":[{"count":10,"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages\/3797\/revisions"}],"predecessor-version":[{"id":3855,"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/pages\/3797\/revisions\/3855"}],"wp:attachment":[{"href":"https:\/\/www.csa.be\/egalitediversite\/wp-json\/wp\/v2\/media?parent=3797"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}