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mso-footer:url(":Luxe_fichiers:header.htm") f1; mso-paper-source:0;} div.Section33 {page:Section33;} @page Section34 {size:594.0pt 841.0pt; margin:70.9pt 2.0cm 65.2pt 2.0cm; mso-header-margin:53.85pt; mso-footer-margin:53.85pt; mso-page-numbers:1; mso-columns:2 even 35.45pt; mso-header:url(":Luxe_fichiers:header.htm") h1; mso-footer:url(":Luxe_fichiers:header.htm") f1; mso-paper-source:0;} div.Section34 {page:Section34;} --> </style><!--[if gte mso 9]><xml> <o:shapedefaults v:ext="edit" spidmax="1026"/> </xml><![endif]--><!--[if gte mso 9]><xml> <o:shapelayout v:ext="edit"> <o:idmap v:ext="edit" data="1"/> </o:shapelayout></xml><![endif]--> </head> <body bgcolor="white" lang="EN-US"> <br> <p align="center"><a href="jean-claude.gomel/SigVDnewpetit.jpg"><span style="font-size: 24pt;" lang="FR"><img style="border: 0px solid ; width: 176px; height: 45px;" alt="" src="jean-claude.gomel/SigVDnewpetit.jpg"></span></a></p> <h2 style="font-weight: normal;"> <center> <p><small><small><a href="index.html">Accueil</a>&nbsp; &nbsp; <a href="TypesEtudes.htm">Types d'&eacute;tudes</a> &nbsp;&nbsp; <a href="Domaines.html">Domaine</a><a href="Domaines.html">s</a> &nbsp; <a href="Idoscope.htm">L'Idoscope&reg;</a> &nbsp; &nbsp;<a href="Communications.html">Publications et travaux</a> &nbsp; <a href="Presse1.html">Presse</a> &nbsp; &nbsp;<a href="References.html">R&eacute;f&eacute;rences</a> </small></small></p> </center> </h2> <h1> <center><b><font size="-2"><a name="Acad}mie des Sciences"></a></font></b><font color="#af0000">Le langage de la communication scientifique</font> </center> </h1> <div class="Section1"> <div style="text-align: center;"></div> <h2 style="color: rgb(175, 0, 0); text-align: center;"><span lang="FR">Le discours du luxe</span></h2> <p style="text-align: right;" class="MsoNormal"><big><span lang="FR"><!--[if !supportEmptyParas]-->&nbsp;</span></big>Anne FAUCHOIS </p> <p style="text-align: right;" class="MsoNormal">Chef de Projet, Institut SYNTHESE</p> <div style="text-align: right;"></div> <p style="text-align: right;" class="MsoNormal">Alice KRIEG</p> <p style="text-align: right;" class="MsoNormal">Charg&eacute;e d'Etudes, Institut SYNTHESE</p> <p class="MsoNormal"></p> <p class="MsoNormal"><a href="Luxe2.htm">R&eacute;flexions g&eacute;n&eacute;rales</a></p> <p class="MsoNormal"><a href="Luxe3.htm">R&eacute;sultats de l'&eacute;tude</a></p> <p class="MsoNormal"><a href="Luxe4.htm">Synth&egrave;se</a></p> <p class="MsoNormal"><big><span lang="FR"></span></big></p> <p class="MsoNormal"><big><span lang="FR"></span></big></p> <p class="MsoNormal">&nbsp;<big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><img src="chrome://editor/content/images/tag-comment.gif"></comment></comment></span></big></p> </div> <div class="Section2"> <p class="MsoNormal"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><o:p></o:p></span></big></p> </div> <big><span style="font-size: 10pt; font-family: &quot;Times New Roman&quot;;" lang="FR"> </span></big> <div class="Section3"> <p class="Annuaire"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">L&rsquo;&eacute;tude porte sur l&rsquo;analyse de contenu des discours imprim&eacute;s par les entreprises de luxe parlant d&rsquo;elles-m&ecirc;mes : plaquettes, brochures, publicit&eacute;s. Il ne s'agit donc pas de savoir ce que les diff&eacute;rents publics disent ou &eacute;crivent sur le luxe, mais de conna&icirc;tre ce que le monde du luxe dit et &eacute;crit sur lui-m&ecirc;me. En quels termes les entreprises du luxe communiquent-elles ? Avec quels arguments ? Quels sont leurs univers de r&eacute;f&eacute;rence, et selon quels secteurs d'activit&eacute; ?<o:p></o:p></span></big></p> <p class="MsoNormal"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;</span></big></p> <p class="MsoNormal"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big>&nbsp;<big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big></p> <div style="border: 0.75pt solid windowtext; padding: 4pt;"> <h3><big><big><span lang="FR">DOCUMENTS ETUDIES</span></big></big></h3> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">Les documents choisis pour cette &eacute;tude repr&eacute;sentent plusieurs secteurs du luxe. Ces documents , qui forment le "corpus", sont les suivants :<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[if !supportEmptyParas]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Les accessoires :<o:p></o:p></b></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Lancel, plaquette 1990.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Le Point, N&deg;949 du 26 novembre 1990, pages 90, 92 et 94, publicit&eacute;s Christian Dior.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[if !supportEmptyParas]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Le champagne :<o:p></o:p></b></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Le monde d'Herm&egrave;s 1991, page 7, publicit&eacute; Louis Roederer.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[if !supportEmptyParas]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>L'h&ocirc;tellerie :<o:p></o:p></b></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- H&ocirc;tel de Crillon, plaquette 1990.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- H&ocirc;tel George V, plaquette 1990.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[if !supportEmptyParas]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>La joaillerie :<o:p></o:p></b></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- D&eacute;coration internationale, N&deg;95, page 7, publicit&eacute; Cartier.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Le monde d'Herm&egrave;s 1991, page 94 et 96, "Meteor, classique et folle".<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[if !supportEmptyParas]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>La maroquinerie :<o:p></o:p></b></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Lancel, plaquette 1990.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[if !supportEmptyParas]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>L'orf&egrave;vrerie :<o:p></o:p></b></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Puiforcat, plaquette 1990.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[if !supportEmptyParas]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Le parfum :<o:p></o:p></b></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Guerlain, plaquette 1991.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Le monde d'Herm&egrave;s 1991, page 120, "O&ugrave; est la r&eacute;alit&eacute; ?".<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Le monde d'Herm&egrave;s 1991, page 124, "Soleil du soir".<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[if !supportEmptyParas]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>La verrerie :<o:p></o:p></b></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Baccarat, d&eacute;pliant publicitaire, 1990.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><comment title="[if !supportEmptyParas]" xmlns="http://disruptive-innovations.com/zoo/nvu"></comment><comment title="[endif]" xmlns="http://disruptive-innovations.com/zoo/nvu"><!--[endif]--></comment><o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Le v&ecirc;tement<o:p></o:p></b></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Le monde d'Herm&egrave;s 1991, page 3, &eacute;ditorial.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Le Point, N&deg;949 du 26 novembre 1990, pages 90, 92 et 94, publicit&eacute;s Christian Dior.<o:p></o:p></span></big></p> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>- Le monde d'Herm&egrave;s 1991, page 69, "Le v&ecirc;tement Herm&egrave;s, automne-hiver 1990/91".<o:p></o:p></span></big></p> </div> <big><span style="font-size: 10pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><br style="page-break-before: auto;" clear="all"> </span></big><br> <p class="MsoNormal"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[endif]--><o:p></o:p></span></big></p> <p class="MsoNormal"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">Depuis 1986, sous l'impulsion de son directeur Jean-Claude Gomel, et gr&acirc;ce &agrave; l'appui d'une &eacute;quipe pluridisciplinaire de chercheurs, l'Institut Synth&egrave;se a mis au point une m&eacute;thode d'analyse de contenu baptis&eacute;e l'Idoscope&reg;.<o:p></o:p></span></big></p> </div> <big><span style="font-size: 10pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><br style="page-break-before: auto;" clear="all"> </span></big> <div class="Section4"> <p class="MsoNormal"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]--></span></big></p> </div> <big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[endif]--></span></big> <div class="Section9"> <p class="MsoNormal"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<o:p></o:p></span></big></p> <big></big> <div style="border: 0.75pt solid windowtext; padding: 4pt;"><big></big> <h3><big><span lang="FR">METHODE UTILISEE</span></big></h3> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">La m&eacute;thode d'analyse par Idoscope&reg; consiste &agrave; d&eacute;couper chaque texte en autant d'&ldquo;&nbsp;unit&eacute;s s&eacute;man&shy;tiques&nbsp;&rdquo; qu'il existe d'id&eacute;es (ces unit&eacute;s s&eacute;mantiques peuvent &ecirc;tre une proposition, une phrase, ou par&shy;fois plusieurs).<o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">Une fiche informatique est &eacute;tablie pour chaque unit&eacute; s&eacute;mantique. Chaque fiche est remplie selon un certain nombre de crit&egrave;res, dont voici les principaux utilis&eacute;s pour l'&eacute;tude :<o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Marque&nbsp;: </b></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">La marque du produit est enregistr&eacute;e dans cette rubrique.<b><o:p></o:p></b></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Secteur&nbsp;: </b></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">Le secteur peut &ecirc;tre le <i>champagne</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">, l'<i>h&ocirc;tellerie</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">, la <i>joaillerie,</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"> la <i>maroquinerie</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">, l'<i>orf&egrave;vrerie</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">, le<i> parfum</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">, la <i>verrerie</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">, le <i>v&ecirc;tement </i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">ou les <i>accessoires. </i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">Lorsque l'entreprise parle d'elle-m&ecirc;me sans faire r&eacute;f&eacute;rence &agrave; un de ses produits, la rubrique re&ccedil;oit la valeur <i>"institutionnel"</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">.<o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Descriptif&nbsp;: </b></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">Comment nomme-t-on le produit ? Est-ce par sa <i>forme</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">, sa <i>mati&egrave;re</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"> etc.<o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Qualification&nbsp;: </b></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">Les qualifications sont les notions classificatrices de ce qui est donn&eacute; par le texte comme caract&eacute;ristiques essentielles du sujet abord&eacute;. (En d'autres termes, comment parle-t-on du pro&shy;duit ? Le texte insiste-t-il sur la <i>cr&eacute;ativit&eacute;</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">, la <i>modernit&eacute;</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">, le <i>prestige</i></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><span style="">&nbsp; </span>?)<o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-size: 14pt; font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Univers&nbsp;: </b></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">L'univers est, en quelque sorte, une "grande qualification". Il est la sph&egrave;re de r&eacute;f&eacute;rence au travers de laquelle l'entreprise communique avec son public.<o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">L'ensemble des valeurs utilis&eacute;es pour une rubrique donn&eacute;e constitue une "grille de crit&egrave;res" sp&eacute;cifique &agrave; l'univers du luxe.<o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><b>Des rubriques de texte</b></span><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"> s'ajoutent &agrave; ces crit&egrave;res, dans lesquelles sont saisies les phrases concern&eacute;es.<o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big></big> <p class="MsoNormal" style="border: medium none ; padding: 0cm;"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR">Une fois toutes ces donn&eacute;es enregistr&eacute;es, l'analyste proc&egrave;de sur la base de donn&eacute;es &agrave; un traitement statistique et des croisements de crit&egrave;res qui permettent d'obtenir des r&eacute;sultats qualitatifs quantifi&eacute;s.<o:p></o:p></span></big></p> <big></big></div> <big></big> <p class="MsoNormal"><big><span style="font-family: &quot;Times New Roman&quot;;" lang="FR"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p></o:p></span></big></p> <big><span style="font-size: 10pt; font-family: &quot;Times New Roman&quot;;" lang="FR"> </span></big></div> <div style=""> <div style="" id="ftn1"> <h2 style="font-weight: normal;"> <center> <p class="MsoNormal"><a href="Luxe2.htm">R&eacute;flexions g&eacute;n&eacute;rales</a></p> <p class="MsoNormal"><a href="Luxe3.htm">R&eacute;sultats de l'&eacute;tude</a></p> <p class="MsoNormal"><a href="Luxe4.htm">Synth&egrave;se</a></p> <p><small><small><a href="Luxe2.htm"><span style="color: rgb(204, 0, 0); font-style: italic;">Suite de l'article discours du luxe<big></big></span></a></small></small></p> <p><small><small><a href="TypesEtudes.htm">Types d'&eacute;tudes</a> &nbsp;&nbsp; <a href="Domaines.html">Domaine</a><a href="Domaines.html">s</a> &nbsp; <a href="Idoscope.htm">L'Idoscope&reg;</a> &nbsp; &nbsp;<a href="Communications.html">Publications et travaux</a> &nbsp; <a href="Presse1.html">Presse</a> &nbsp; &nbsp;<a href="References.html">R&eacute;f&eacute;rences</a> </small></small></p> <small></small></center> <small></small></h2> <h1> <center><b><font size="-2"><a name="Acad}mie des Sciences"></a></font></b><font color="#af0000">Le langage de la communication scientifique</font> </center> </h1> <div class="Section1"> <div style="text-align: center;"><big></big></div> </div> </div> <big></big></div> </body> </html>