With inflation, the great return of “advertit” in advertising

By Claudia Cohen



“Advertit”, a type of advertising that is defined exclusively by its commercial purpose. Paul Delort / Le Figaro

DECRYPTION – Faced with inflation, advertising creations focused on a “price discourse” jumped 21% in the first three months of 2023.

The speeches advertisers adapt to successive crises. In the idea of ​​seducing the French to the portfolio, advertisers have entered in recent months in a real race for low prices.

Whether it be Ikeafor who “Inflation has now made (his) Strandmon armchair (sold for 299 euros for four years) even more affordable”, Or Intermarché and its 12 gourds of apple compote “at the unbeatable price of 2.56 euros”. In a series of advertising films, the tricolor supermarket chain, which has become alongside its competitors Leclerc and lidl the first advertisers in the country, chose to immerse consumers in a dystopian world where everyday products would have become luxury goods. “We are seeing a strong comeback of the presence of prices in adverconfides Pierre Calmard, president of Dentsu France. This reflects a growing concern of citizens for their purchasing power.

Read alsoMichel Biero, the Alsatian who sells Lidl to the French

Inflationaround 6% in April and

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