Abstract:

The communication audit, a fundamental, strategic study, is situated in line with traditional motivation studies. But contrary to the latter, it sets the primary of communication, supporting itself by the finding that brands are beings of discourse, that, there is, therefore, reason to analyse motivation in relation to the product but also and above all, to explore the symbolic imagination in relation to objects and brands, a mediating concept between deep, unusable motivation and purely descriptive buying behaviour. With an analysis of brand discourse on the one hand an analysis of consumer discourse on the other, the audit puts these two orders into a systematic relationship between which meaning is produced.