Analyse de la stratégie de communication de la poste

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Semiotic Analysis of the “La Poste” advertising campaign

EXECUTIVE SUMMARY

This report is about the study of the advertising campaigns of the French postal organization, “La Poste”. Since its first TV commercial as an autonomous organization in 1980’s, the organization has radically changed its advertising strategy adopting throughout the years new themes and concepts.
Thus this reportaims firstly to provide relevant contextual information about the organization and unveil the reasons for selecting these particular texts. Secondly, an in-depth analysis of the adverts using a semiotic approach will be uncovered in order to highlight the evolution of the communication strategy. Thirdly, the last part of this report will tackle an evaluative discussion of the organization’s overallcommunication.
The research reveals that “La Poste” which is one of the leading companies operating in the public services changed several times the components of its brand identity before adopting a particular identity. The main reason of these modifications appears to be a continuous will of the organization to modernize its image and adapt to the new competitive environment.

Furthermore, theparticular progress in the advertising campaign outlines three major tendencies which can be related with the organization’s historical evolution. Indeed, in the 1980’s the organization has just become independent from the Ministry of the Telecommunications. Its campaigns focused therefore to communicate on the corporate image. Then, in the 1990’s, the organization outlined its commercial featureand highlighted therefore its products and services and finally in the 2000’s, the organization developed its financial services which explained the total “restyle” of the brand.

TABLE OF CONTENTS

INTRODUCTION 3

Section 1: Contextual information 4

1. Activities of “La Poste” 4
1.1 Mail 4
1.2 Parcels and Express delivery 4
1.3 Banking and financial services 4
1.4Customer service: post-offices 5

2. Reasons for the selection of the adverts 5

Section 2: Analysis of the adverts 6

1. 1986: Creation of the brand “La Poste” 6
1.1 Summary of the advert 6
1.2 Interpretation 6

2. 1990: revitalization of the identity 8
2.1 Summary of the advert 8
2.2 Interpretation 8

3. 2005: a new era for “La Poste” 10
3.1 Summary ofthe TV commercial 11
3.2 Interpretation 11
3.2.1 The message 11
3.2.2 The slogan 12
3.2.3 The logo 12

Section 3: Evaluative discussion 14

CONCLUSION 16

REFERENCES 17

APPENDICES 18

INTRODUCTION

“La Poste” is one of the oldest public organizations in France. Indeed, the first relay post offices were created in 1477 by Louis XI. At that time, the postofficers were knights who were essentially in charge of delivering the king’s mails.
The profession of postman truly appeared with the creation of Paris’s post-office in 1760 by Piarron De Chamousset. It was before this date difficult and even impossible for individuals to receive and send personal mails.

Since then, “La Poste” has significantly diversified its activities and aims to be nowadaysmore than only a historical institution.
For the purpose of this report, the focus of attention is mainly on the study of one aspect of the organization’s evolution i.e. the advertising campaigns.
In doing so this paper encompasses three parts in which first of all a small description of the organization’s activities are presented as well as the reasons underpinning the choice of these specificadverts. In a second section, this paper conducts a detailed study of the adverts by dint of a semiotic analysis of the elements entailed in the commercials. Lastly, an overall evaluative assessment of the communication of the organization will be uncovered.

Section 1: Contextual information

The purpose of this section is to provide contextual information about the organization in order to...
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