{"id":3115,"date":"2026-09-14T07:58:03","date_gmt":"2026-09-14T06:58:03","guid":{"rendered":"https:\/\/www.laurensoff.com\/wordpress\/?p=3115"},"modified":"2026-09-18T21:16:46","modified_gmt":"2026-09-18T20:16:46","slug":"quelle-est-la-premiere-publicite-qui-a-existe","status":"publish","type":"post","link":"https:\/\/www.laurensoff.com\/wordpress\/quelle-est-la-premiere-publicite-qui-a-existe\/","title":{"rendered":"Quelle est la premi\u00e8re publicit\u00e9 qui a exist\u00e9 ?"},"content":{"rendered":"

R\u00e9servez votre place ici pour le 17 Septembre 2026 au CGR le Spot La Ciotat Merci les amis \ud83d\ude18
\nhttps:\/\/achat.cgrcinemas.fr\/laciotat\/reserver\/F635868\/D1789664400\/VF\/1096702\/<\/a><\/span><\/p>\n

Peut-\u00eatre un jour le film de LAURENS<\/p>\n

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  • La rencontre :<\/strong> Romain et M\u00e9lodie se rencontrent pour la premi\u00e8re fois en 1988<\/strong>, \u00e0 bord d’un train reliant Bordeaux \u00e0 Marseille<\/strong>.<\/span><\/li>\n<\/ul>\n<\/div>\n
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    • L’intrigue :<\/strong> Cette rencontre fortuite d\u00e9clenche une histoire d’amour et un souvenir persistant qui va hanter et habiter le protagoniste, Romain, pendant plus de quatre d\u00e9cennies<\/strong>. Malgr\u00e9 les ruptures, les choix de vie et les d\u00e9tours du destin, le souvenir de M\u00e9lodie reste omnipr\u00e9sent et va fa\u00e7onner toutes ses relations futures<\/span><\/li>\n<\/ul>\n<\/div>\n<\/blockquote>\n

      L’histoire de la publicit\u00e9 remonte \u00e0 l’Antiquit\u00e9, bien avant l’apparition des m\u00e9dias modernes.<\/span> Selon l’angle sous lequel on l’aborde (\u00e9crit, oral ou enseigne), plusieurs \u00e9l\u00e9ments font figure de pionniers.<\/p>\n

      \"\"<\/p>\n

      Le plus ancien \u00e9crit consid\u00e9r\u00e9 comme une publicit\u00e9<\/b><\/p>\n

      Le support le plus c\u00e9l\u00e8bre conserv\u00e9 aujourd’hui est un papyrus \u00e9gyptien retrouv\u00e9 \u00e0 Th\u00e8bes, datant d’environ 1000 \u00e0 3000 av.<\/span> J.-C.<\/span> (expos\u00e9 au British Museum).<\/span><\/p>\n

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        L’histoire :<\/span><\/b> Un tisseur de toile nomm\u00e9 Hapu y r\u00e9dige une annonce pour retrouver un esclave en fuite et offre une r\u00e9compense.<\/span><\/p>\n<\/li>\n

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        Le d\u00e9tail publicitaire :<\/b> \u00c0 la fin du texte, Hapu ajoute une mention strat\u00e9gique : <\/span>\u00ab …et rapportez-le au magasin de Hapu le tisseur, o\u00f9 l’on tisse les plus belles toiles au go\u00fbt de chacun \u00bb<\/span><\/i>.<\/span> Il transformait ainsi une petite annonce de recherche en promotion pour son propre commerce.<\/p>\n<\/li>\n<\/ul>\n

        Les formes encore plus anciennes (orale et grav\u00e9e)<\/b><\/p>\n

        Bien avant le papyrus de Hapu, la publicit\u00e9 existait d\u00e9j\u00e0 sous d’autres formes :<\/p>\n

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          Les crieurs publics :<\/span><\/b> Dans la Gr\u00e8ce et la Rome antiques, ainsi qu’en M\u00e9sopotamie, la publicit\u00e9 orale pr\u00e9dominait.<\/span> Des crieurs \u00e9taient pay\u00e9s pour annoncer l’arriv\u00e9e d’un navire marchant, vanter la qualit\u00e9 du b\u00e9tail ou promouvoir des \u00e9v\u00e9nements (comme les combats de gladiateurs).<\/p>\n<\/li>\n

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          Les enseignes et fresques :<\/span><\/b> \u00c0 Pomp\u00e9i et Herculanum, les murs portaient des annonces grav\u00e9es ou peintes (les alba<\/i>) pour promouvoir des tavernes, des \u00e9v\u00e9nements politiques ou des pi\u00e8ces de th\u00e9\u00e2tre.<\/p>\n<\/li>\n<\/ul>\n

          La publicit\u00e9 imprim\u00e9e moderne<\/span><\/b><\/p>\n

          C’est l’invention de l’imprimerie par Gutenberg au XV\u1d49 si\u00e8cle qui a v\u00e9ritablement industrialis\u00e9 le concept. Les premiers prospectus et affiches imprim\u00e9s sont apparus en Angleterre vers 1477 (notamment pour annoncer des ventes de livres religieux), avant que Th\u00e9ophraste Renaudot ne cr\u00e9e en France, au XVII\u1d49 si\u00e8cle, la Gazette<\/i> puis le Bureau d’adresses<\/i>, marquant le d\u00e9but des petites annonces de presse.<\/p>\n

          L’expression \u00ab toute publicit\u00e9 est de la bonne publicit\u00e9 \u00bb (souvent r\u00e9sum\u00e9e par \u00ab bad buzz, good buzz \u00bb<\/i>) est un principe souvent d\u00e9battu dans le monde artistique et m\u00e9diatique. En r\u00e9alit\u00e9, son impact d\u00e9pend fortement du contexte, de la notori\u00e9t\u00e9 de l’artiste et de sa capacit\u00e9 \u00e0 g\u00e9rer l’attention.<\/p>\n

          Quand la mauvaise publicit\u00e9 sert l’artiste<\/b><\/p>\n

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            Gain de visibilit\u00e9 rapide :<\/b> Pour un artiste \u00e9mergent ou peu connu, faire parler de soi \u2014 m\u00eame en mal \u2014 permet d’exister dans le paysage m\u00e9diatique et de faire conna\u00eetre son nom ou son \u0153uvre au grand public.<\/p>\n<\/li>\n

          • \n

            Effet de curiosit\u00e9 :<\/b> La pol\u00e9mique incite des personnes qui n’auraient jamais pr\u00eat\u00e9 attention \u00e0 l’artiste \u00e0 \u00e9couter son morceau, visionner son film ou regarder ses r\u00e9alisations pour se faire leur propre avis.<\/p>\n<\/li>\n

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            Renforcement de la base de fans :<\/b> Un scandale peut pousser les admirateurs fid\u00e8les \u00e0 se mobiliser davantage pour soutenir l’artiste face aux critiques ext\u00e9rieures, cr\u00e9ant un sentiment de communaut\u00e9 renforc\u00e9.<\/p>\n<\/li>\n<\/ul>\n

            Quand la mauvaise publicit\u00e9 devient destructrice<\/b><\/p>\n

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              Atteinte aux opportunit\u00e9s financi\u00e8res :<\/b> Les marques, diffuseurs, salles de spectacle ou sponsors cherchent souvent \u00e0 prot\u00e9ger leur image et h\u00e9sitent \u00e0 s’associer \u00e0 un artiste au c\u0153ur d’une pol\u00e9mique grave.<\/p>\n<\/li>\n

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              Perte de cr\u00e9dibilit\u00e9 artistique :<\/b> Si la controverse prend le pas sur la cr\u00e9ation, le public et la critique risquent de ne plus \u00e9valuer l’\u0153uvre pour ses qualit\u00e9s artistiques, mais uniquement \u00e0 travers le prisme de la rumeur ou du scandale.<\/p>\n<\/li>\n

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              Cons\u00e9quences judiciaires ou morales :<\/b> Lorsque la mauvaise publicit\u00e9 d\u00e9coule d’actes ill\u00e9gaux ou de comportements jug\u00e9s inacceptables par la soci\u00e9t\u00e9, elle peut conduire \u00e0 un boycott durable, voire \u00e0 l’arr\u00eat complet d’une carri\u00e8re.<\/p>\n<\/li>\n<\/ul>\n

              La mauvaise publicit\u00e9 offre une visibilit\u00e9 imm\u00e9diate, mais elle ne se transforme en atout que si l’artiste parvient \u00e0 canaliser cette attention vers son travail ou \u00e0 surfer dessus avec strat\u00e9gie.<\/p>\n","protected":false},"excerpt":{"rendered":"

              R\u00e9servez votre place ici pour le 17 Septembre 2026 au CGR le Spot La Ciotat…<\/p>\n","protected":false},"author":1,"featured_media":3116,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[643,5484],"tags":[5552,5605,5553,5501,5617,5611,5515,5538,3161,5495,5550,5593,5489,5487,5488,5621,5508,5573,5607,5516,5502,5612,5506,5579,5498,5572,5531,5490,5499,5615,5527,5507,31,5596,5492,5574,5577,5510,5529,5575,5619,5534,5535,5568,5576,5606,5530,5533,5610,5556,5284,5520,5616,5602,5592,5608,5561,5613,5599,5597,5595,5497,5522,5614,5509,5587,5588,984,5494,5504,5505,5566,5594,5562,5590,5548,5558,5540,469,5528,5524,5564,5503,5600,5547,5555,3210,5565,5519,5585,5493,5582,3721,5512,5601,5591,5541,5551,5584,5549,468,5580,5539,5567,5559,5517,5569,5546,5620,1018,5511,5491,5496,5485,5589,987,5514,5554,5544,5603,5604,5486,5526,5581,5525,5536,5537,5521,5609,5500,5560,5598,5523,5583,5545,5543,5570,5578,5586,5618,5532,5542,5563,5557,3242,2101,5571,5513,5518],"class_list":["post-3115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agenda","category-lhistoire-de-la-publicite","tag-4x3","tag-7eme-art","tag-abribus","tag-accroche","tag-acteurs","tag-actualite-cine","tag-ad","tag-adblocker","tag-ads","tag-affichage","tag-affichage-urbain","tag-agence","tag-agence-de-publicite","tag-annonces","tag-annonceur","tag-art-et-essai","tag-audience","tag-bad-buzz","tag-bande-annonce","tag-banniere","tag-baseline","tag-box-office","tag-branding","tag-brief","tag-brochure","tag-buzz","tag-call-to-action","tag-campagne-publicitaire","tag-catalogue","tag-chef-doeuvre","tag-ciblage","tag-cible","tag-cinema","tag-cinema-francais","tag-communication","tag-community-management","tag-conception-redaction","tag-consommateur","tag-conversion","tag-copywriting","tag-coulisses-de-tournage","tag-cpc","tag-cpm","tag-createur-de-contenu","tag-creation-publicitaire","tag-critique-film","tag-cta","tag-ctr","tag-culture","tag-depliant","tag-direction-artistique","tag-display","tag-distribution","tag-drame-francais","tag-echantillon","tag-extrait-film","tag-facebook-ads","tag-festival-de-cinema","tag-film-2025","tag-film-francais","tag-film-peut-etre-un-jour","tag-flyer","tag-google-ads","tag-grand-ecran","tag-grand-public","tag-guerilla-marketing","tag-guerilla-publicitaire","tag-histoire","tag-hors-media","tag-identite-visuelle","tag-image-de-marque","tag-influencereuse","tag-influenceur","tag-instagram-ads","tag-jeu-concours","tag-journal","tag-kakemono","tag-landing-page","tag-laurens","tag-lead","tag-lien-sponsorise","tag-linkedin-ads","tag-logo","tag-long-metrage","tag-magazine","tag-mailing","tag-marketing","tag-marketing-dinfluence","tag-marketing-digital","tag-mecenat","tag-medias","tag-merchandising","tag-message","tag-notoriete","tag-nouveaute-cinema","tag-offre-promotionnelle","tag-opt-in","tag-panneau-publicitaire","tag-parrainage","tag-petites-annonces","tag-peut-etre-un-jour","tag-pitch","tag-pixel","tag-placement-de-produit","tag-plv","tag-pop-up","tag-post-sponsorise","tag-presse","tag-production-cinematographique","tag-projection","tag-promesse","tag-promotion","tag-prospectus","tag-pub","tag-pub-comparative","tag-publicite","tag-publicite-en-ligne","tag-publipostage","tag-radio","tag-realisation","tag-realisteur-laurens","tag-reclame","tag-remarketing","tag-remue-meninges","tag-retargeting","tag-roas","tag-roi","tag-sea","tag-seance-cinema","tag-slogan","tag-social-ads","tag-sortie-2025","tag-sponsored","tag-sponsoring","tag-spot-radio","tag-spot-tv","tag-story-sponsorisee","tag-story-board","tag-street-marketing","tag-synopsis","tag-taux-de-clic","tag-television","tag-tiktok-ads","tag-totem","tag-tracking","tag-ugc","tag-viralite","tag-visibilite","tag-webmarketing"],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.laurensoff.com\/wordpress\/wp-content\/uploads\/2026\/09\/HSGAhA4agAA1ScV.jpg","_links":{"self":[{"href":"https:\/\/www.laurensoff.com\/wordpress\/wp-json\/wp\/v2\/posts\/3115","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.laurensoff.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.laurensoff.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.laurensoff.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.laurensoff.com\/wordpress\/wp-json\/wp\/v2\/comments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