Publicité

Publicité, or advertising, is the activity of creating and disseminating paid messages intended to inform, persuade, or remind audiences about goods, services, brands, institutions, or ideas. The goal is to influence consumer behavior and build or maintain brand value. Advertising is distinct from public relations in that it relies on paid media space and messaging to reach audiences.

Historically, publicité emerged with print advertisements and posters in the 19th century, expanded with radio and cinema in the 20th century, and has since been transformed by digital media. The rise of the internet enabled targeted, measurable campaigns, programmatic buying, and the growth of social media, influencers, and content sponsorships. Today, advertisers combine multiple channels to reach specific demographics, contexts, and moments.

Channels include traditional media such as television, radio, and newspapers, as well as outdoor billboards, online display, search and social advertising, video platforms, influencer marketing, and native or sponsored content. Measurement typically involves reach, frequency, engagement, and conversion metrics, with increasingly sophisticated attribution models.

The advertising ecosystem comprises advertisers, agencies, media owners, and technology providers. Regulation varies by jurisdiction but commonly covers truthfulness, non-deception, protection of minors, and restrictions on certain products; self-regulatory bodies establish standards for factual claims, endorsements, and transparency. Privacy and data protection laws affect targeting and tracking practices.

Ethical debates in publicité address influence, data privacy, polarization, and transparency, balanced against the role of advertising in funding media and supporting commerce. The field continues to evolve with new formats, technologies, and consumer attitudes.