{"id":2168,"date":"2016-05-07T16:22:01","date_gmt":"2016-05-07T20:22:01","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/reaction-des-canadiens-au-sexisme-en-publicite\/"},"modified":"2017-11-03T12:53:53","modified_gmt":"2017-11-03T16:53:53","slug":"reaction-des-canadiens-au-sexisme-en-publicite","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2016\/reaction-des-canadiens-au-sexisme-en-publicite\/","title":{"rendered":"R\u00e9action des Canadiens au sexisme en publicit\u00e9"},"content":{"rendered":"<figure id=\"attachment_17283\" aria-describedby=\"caption-attachment-17283\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-17283\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2016\/05\/David-Herle-edited-2.jpg\" alt=\"David Herle \" width=\"600\" height=\"360\" \/><figcaption id=\"caption-attachment-17283\" class=\"wp-caption-text\">David Herle, du Gandalf Group pr\u00e9sente le rapport de l\u2019\u00e9tude \u00ab Perspectives des consommateurs sur la publicit\u00e9 2016 \u00bb de Normes canadiennes de la publicit\u00e9.<\/figcaption><\/figure>\n<p>Les annonceurs acceptant des annonces sexistes risquent non seulement d\u2019indisposer ou de provoquer la col\u00e8re des consommateurs, mais aussi de rater leurs objectifs de ventes. Voil\u00e0 ce que r\u00e9v\u00e8le une nouvelle \u00e9tude effectu\u00e9e par Normes canadiennes de la publicit\u00e9 (NCP).<\/p>\n<p>Le rapport de l\u2019\u00e9tude Perspectives des consommateurs sur la publicit\u00e9 2016 r\u00e9v\u00e8le en effet que les Canadiens affirment qu\u2019ils sont moins enclins \u00e0 se procurer d\u2019un annonceur dont l\u2019annonce est sexiste. Seulement 27 % des r\u00e9pondants disent que cela n\u2019a aucun impact sur leurs habitudes d\u2019achat.<br \/>\n\u00ab\u2009Ceci nous dit clairement que la publicit\u00e9 sexiste irrite certains Canadiens\u2009\u00bb, explique Peter White, vice-pr\u00e9sident principal chez NCP. \u00ab\u2009Il s\u2019agit l\u00e0 d\u2019une donn\u00e9e importante dont les annonceurs doivent tenir compte dans la conception de leurs campagnes.\u2009\u00bb<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-10516\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2016\/05\/sidebar-text-FR-1.jpg\" alt=\"Qu\u2019est-ce que les Canadiens trouvent sexiste en publicit\u00e9?\" width=\"300\" height=\"188\" \/><\/p>\n<p>M. White s\u2019est dit surpris que, selon ce sondage effectu\u00e9 par The Gandalf Group, la majorit\u00e9 des Canadiens soient simplement irrit\u00e9s (46 %) ou r\u00e9sign\u00e9s (15 %) apr\u00e8s avoir vu une annonce sexiste, plut\u00f4t qu\u2019en col\u00e8re\/scandalis\u00e9s (9 %). N\u2019emp\u00eache que la publicit\u00e9 sexiste peut nuire aux ventes \u2013 plus particuli\u00e8rement chez les femmes, dont 77 % affirment qu\u2019elles sont moins port\u00e9es \u00e0 acheter les produits d\u2019un annonceur dont la publicit\u00e9 est sexiste.<\/p>\n<p>Consid\u00e9rant que 44 % des r\u00e9pondants trouvent les annonces actuelles moins sexistes que celles d\u2019il y a 10 ans, l\u2019industrie de la publicit\u00e9 fait certes des progr\u00e8s, bien que les consommateurs canadiens estiment que le sexisme reste pr\u00e9sent. Pour 63 % des r\u00e9pondants, une certaine proportion de la publicit\u00e9 canadienne fait preuve de sexisme envers les femmes, alors que 40 % d\u2019entre eux, pensent que ce sexisme est dirig\u00e9 vers les hommes.<br \/>\n\u00ab\u2009Ce que tout cela nous dit, c\u2019est que les annonceurs peuvent changer la situation s\u2019ils le d\u00e9sirent\u2009\u00bb, d\u00e9clare M. White. \u00ab\u2009Ils ont l\u2019occasion de mieux refl\u00e9ter la soci\u00e9t\u00e9 actuelle.\u2009\u00bb<\/p>\n<p>Le rapport montre aussi que :<\/p>\n<ul>\n<li>47 % des r\u00e9pondants consid\u00e8rent que les femmes sont trait\u00e9es \u00ab\u2009quelque peu\u2009\u00bb ou \u00ab\u2009tr\u00e8s\u2009\u00bb injustement dans la publicit\u00e9 canadienne et 31 %, croient que cela est aussi vrai pour les hommes.<\/li>\n<li>Les Canadiens bl\u00e2ment les annonceurs (31 %) pour la publicit\u00e9 sexiste, mais aussi la soci\u00e9t\u00e9 en g\u00e9n\u00e9ral (26 %) et les agences (25 %).<\/li>\n<li>Les Canadiens per\u00e7oivent la publicit\u00e9 favorablement : 83 % des r\u00e9pondants affirment que les annonces qu\u2019ils voient, entendent et lisent sont au moins l\u00e9g\u00e8rement utiles et 61 % consid\u00e8rent qu\u2019elles aident quelque peu les consommateurs \u00e0 prendre leurs d\u00e9cisions.<\/li>\n<\/ul>\n<p>Lire le <a href=\"http:\/\/www.adstandards.com\/en\/ASCLibrary\/2016ASCConsumerResearch.pdf\" target=\"_blank\" rel=\"noopener\">rapport <\/a>(version fran\u00e7aise \u00e0 venir).<\/p>\n<p>&amp;nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les annonceurs acceptant des annonces sexistes risquent non seulement d\u2019indisposer ou de provoquer la col\u00e8re des consommateurs, mais aussi de rater leurs objectifs de ventes. Voil\u00e0 ce que r\u00e9v\u00e8le une nouvelle \u00e9tude effectu\u00e9e par Normes canadiennes de la publicit\u00e9 (NCP). Le rapport de l\u2019\u00e9tude Perspectives des consommateurs sur la publicit\u00e9 2016 r\u00e9v\u00e8le en effet que [&hellip;]<\/p>\n","protected":false},"author":41,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[605],"tags":[591,592,593,594,595],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>R\u00e9action des Canadiens au sexisme en publicit\u00e9 - Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/fr\/2016\/reaction-des-canadiens-au-sexisme-en-publicite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9action des Canadiens au sexisme en publicit\u00e9 - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Les annonceurs acceptant des annonces sexistes risquent non seulement d\u2019indisposer ou de provoquer la col\u00e8re des consommateurs, mais aussi de rater leurs objectifs de ventes. 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