How advertising made by French car manufacturers featuring few people of color impacts the attitude of French nationals of Sub-Saharan African descent toward car brands / Guillaume COLLIN / 2020

Titre : How advertising made by French car manufacturers featuring few people of color impacts the attitude of French nationals of Sub-Saharan African descent toward car brands Type de document : Mémoire Auteurs : Guillaume COLLIN, Auteur Année de publication : 2020 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management AUTOMOBILE SECTEUR ; PUBLICITE ; RACISME Résumé : The present seminar paper proposes to analyze the impact of the low representation of people of color on the attitude of French nationals of Sub-Saharan African descent toward car brands. Many studies were conducted in the US, but few have been conducted in France on this subject. The literature review is divided in three parts. First the study of the target, its implantation in Europe and the faced issues. Then observations are made about the relation between this minority and the advertising. Finally, the automotive sector and its advertising environment are discussed. Then, as a first step, researches makes it possible to identify and confirm the poor representation of minorities in the French visual world. Plus, interviews with the target shown that this low representation influences their perception of the brand but not only, it has an influence on the three pillars of the attitude model. These interviews also made it possible to see to what extent this minority was influenced by American culture and their integration of people of color, which contrasts sharply with the French way of thinking. Finally, thanks to the gathered information, it was possible to make practical recommendations for car manufacturers’ future communication campaigns. Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531078