LA PERSUASION PUBLICITAIRE : APPLICATION DES MODÈLES THÉORIQUES DE LA PSYCHOLOGIE SOCIALE

Abstract

 Since the Eighties, the theories of persuasion developed in social psychology were applied to the reception of the advertisements. This article gives at the same time a review of question intended to draw up the panorama and limits of the principal results gained in academic research, then an attempt at application intended for the experts who wish to take into account the contributions of research.