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J'M, la raison des plus forts... l'affaire McDonald's

J'M, la raison des plus forts... l'affaire McDonald's

          
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About the Book

Quand elle conçoit le J'M, en 1980, pour les restaurants McDonald's du Canada, Margaret Papillon n'a que vingt et un ans. La combinaison des deux lettres qu'elle dessine en jaune sur papier rouge est une déclaration d'amour. Le J'M fait J'aime avec, de plus, le M de McDonald's, les deux arches jaunes qui symbolisent ce géant du fast-food. D'après plus d'un, une idée encore plus brillante que I love NY des Américains puisque c'est le M de McDonald's qui sert de verbe aimer dans un langage tout à fait phonétique. Aussi cette déclaration d'amour, considérée comme un chef-d'oeuvre dans le monde entier, et ayant gagné plusieurs prix internationaux, a fait du chemin, vingt ans plus tard, en 2003, McDonald's reprend cette déclaration d'amour et la met dans son réseau mondial dans toutes les langues: c'est ça que j'm, I'm loving it, me encanta, etc. C'est par une journée glaciale, en plein mois de novembre 1980, qu'elle se rend à la maison mère de McDonald's à la rue de Miniac (Ville Saint-Laurent) pour soumettre ses dessins au directeur de la publicité d'alors qui est M. Michel Labelle. Plus d'un mois plus tard, le 23 décembre 1980, elle reçoit une lettre émanant de la Ronald Reynolds, l'agence publicitaire de McDonald's et signée de Mme Nora Farah, la remerciant pour le concept fourni, mais celle-ci se dit incapable de l'utiliser parce que la publicité de McDonald's exige des concepteurs un long apprentissage et que tout était maintenant prêt pour une longue période à venir. Pourtant, deux ans plus tard, en 1982, le J'M était à l'affiche et ladite campagne, surprise, est produite par Cossette & associés, agence fondée et dirigée par M. Claude Cossette, nouvellement engagé par McDonald's en août de cette même année. Margaret Papillon intente alors un procès à la multinationale pour plagiat; et c'est cette palpitante histoire, qui dure depuis près de trente ans, qu'elle nous raconte dans ce livre touchant et émouvant, mais tout aussi révoltant. Margaret Papillon va-t-elle gagner cette grande bataille pour recouvrer ses droits d'auteur ? La raison des plus forts... serait-t-elle toujours la meilleure ? J'M Ce panneau-réclame de Cossette Communication Marketing pour les restaurants McDonald est un chef-d'oeuvre: une image du produit, un titre-argumentation clair et bref, une signature. Ici le titre est en même temps l'argumentation et la signature. On ne peut faire mieux. Aussi cette campagne a-t-elle gagné plusieurs prix internationaux. dixit Claude Cossette de Cossette Communication in "Comment faire sa publicité soi-même"


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Product Details
  • ISBN-13: 9781456560393
  • Publisher: Createspace Independent Publishing Platform
  • Publisher Imprint: Createspace Independent Publishing Platform
  • Height: 229 mm
  • No of Pages: 134
  • Series Title: French
  • Weight: 204 gr
  • ISBN-10: 1456560395
  • Publisher Date: 20 May 2002
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 152 mm

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