2023-05-23 19:57:49
“Advertisement”, a type of advertising that is defined exclusively by its commercial purpose. Paul Delort / Le Figaro
DECRYPTION – Faced with inflation, advertising creations focused on a “price discourse” jumped 21% in the first three months of 2023.
The discourse of advertisers adapts to successive crises. In the idea of seducing the French to the portfolio, advertisers have entered in recent months in a real race for low prices.
Whether Ikea, for whom “Inflation has now made (his) Strandmon armchair (sold for 299 euros for four years) even more affordable”, or Intermarché and its 12 gourds of apple compote “at the unbeatable price of 2.56 euros”. In a series of advertising films, the French retail brand, which has become, alongside its competitors Leclerc and Lidl, the leading advertisers in the country, has chosen to plunge consumers into a dystopian world where everyday products have become consumer goods. luxury. “We are seeing a strong comeback of the presence of prices in advertisementsconfides Pierre Calmard, president of Dentsu France. This reflects a growing concern of citizens for their purchasing power.
Read alsoMichel Biero, the Alsatian who sells Lidl to the French
Inflation, around 6% in April and
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