À travers l'étude du processus de conception des messages publicitaires, l'article met en lumière la pertinence de la psychologie sociale pour étudier la production de la communication médiatique. Une enquête qualitative montre que, pour créer un message, les concepteurs font dialoguer en mémoire de travail des «voix intra-psychiques» incarnant six acteurs de la production publicitaire. En analysant les représentations mobilisées, nous montrons que le processus de création, itératif, articule des procédures de raisonnement inductives, déductives, analogiques ainsi que des traitements heuristiques (...) et automatiques. La création fait également appel à l'imagerie mentale activée en même temps que se réalisent des actes sensori-moteurs de production graphique manuelle. Le processus se termine par une phase òu le publicitaire rationalise a posteriori ses choix esthético-sémiotiques, notamment au regard des critères d'acceptation de l'annonceur.Drawing on the study of the process involved in the creation of advertising messages, the article focuses on the relevance of social psychology in analyzing the production of media communication. A qualitative investigation shows that in order to create a message, the copywriters engage in a dialogue in their working memory using "intra-psychic voices", representing in this case, six key participants with an influence on the process of advertising production. Through the analysis of involved representations we establish that the process of creation, which is iterative, structures reasoning procedures which are inductive, deductive and analogical as well as automatic and heuristic. The creative process also calls on mental imagery which is activated at the same time as sensory motor acts of manual graphic production. The process finishes with a phase in which the copywriter rationalizes, with hindsight, his aesthetic and semiotic choices, bearing in mind the advertiser's requirements. (shrink)

During a qualitative survey we made among AIDS prevention campaigners in France, respondents stated in particular that they believed in the effectiveness of activities that prompt subjects to accomplish « mini-acts » before and after receiving persuasive arguments. As their opinion does not derive from scientific literature, we carried out an experiment, in an everyday environment with 196 subjects chosen at random and based on theories of persuasive communication and commitment, to investigate the validity of representations concerning these « mini-acts (...) » accomplished via the Internet. The results show, in particular, that the campaigners’ intuitive beliefs are sound, since these mini-acts effectively contribute to AIDS prevention. (shrink)