MARQUE ET PUBLICITÉ, MÉDIATIONS MARCHANDES DE L’ABSENCE
BRANDS AND ADVERTISING, MARKET MEDIATIONS OF ABSENCE

Summary/Abstract: The question concerns the links between commercial mediation and absence. Indeed, brands and their heralds, advertisements, rely heavily, if not entirely, on the disappearance or absence of the physical product behind the signs intended to ensure its sale. They transform consumption into choices, purchases, and exchanges of signs. They must stand out and, beyond the products themselves, encourage the consumption of signs.

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