{"id":11845,"date":"2025-06-30T17:32:19","date_gmt":"2025-06-30T15:32:19","guid":{"rendered":"https:\/\/www.sensesatlas.com\/?p=11845"},"modified":"2025-06-30T20:52:25","modified_gmt":"2025-06-30T18:52:25","slug":"la-fin-des-totems-publicitaires","status":"publish","type":"post","link":"https:\/\/www.sensesatlas.com\/fr\/la-fin-des-totems-publicitaires\/","title":{"rendered":"La fin des totems publicitaires"},"content":{"rendered":"\t\t
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La fin des totems publicitaires<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Cette chronique fait partie d\u2019un ensemble d\u2019impressions recueillies au travers de nombreuses promenades dans la capitale Argentine. Elles sont toutes disponibles en trois langue (<\/em>EN<\/a>,<\/em>ES<\/a>,<\/em>FR<\/strong>) et font partie du\u00a0<\/em>projet MIBA<\/a>\u00a0d\u00e9velopp\u00e9 sur Senses Atlas.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Il est d\u00e9sormais illusoire de penser que la ville est form\u00e9e par le v\u00e9cu, les exp\u00e9riences, la volont\u00e9 des habitants. La ville est certes une machine sensorielle mais celle-ci nous \u00e9chappe. Nos 5 sens sont en permanence sollicit\u00e9s mais ils sont surtout agress\u00e9s. L\u2019impact cognitif du milieu urbain est r\u00e9el, la pollution sonore est un mal qui semble incurable<\/a>, les odeurs de pots d\u2019\u00e9chappement se m\u00ealent aux effluves des \u00e9tablissements de restauration rapide. La sensation acre qui reste coll\u00e9e sur la langue apr\u00e8s une journ\u00e9e pass\u00e9e en centre-ville, la r\u00e9sistance \u00e0 toucher n\u2019importe quel \u00e9l\u00e9ment urbain qui par nature est \u00ab\u00a0sale\u00a0\u00bb, comme si la ville \u00e9tait recouverte d\u2019une substance radioactive. Et enfin l\u2019agression visuelle permanente.
Il est difficile de s\u2019affranchir de la vue, les malvoyants en t\u00e9moignent la ville n\u2019a jamais \u00e9t\u00e9 faite pour eux, c\u2019est le danger permanent.\u00a0 La vue ne suffit d\u2019ailleurs plus, et l\u2019appel \u00e0 l\u2019ou\u00efe est plus que jamais devenu indispensable pour \u00e9voluer dans la ville, quand bien m\u00eame on tente de plus en plus de s\u2019isoler de la cacophonie ambiante.<\/p>

Buenos Aires, comme les grandes capitales de ce monde est un flux d\u2019information visuel continu. Il suffit de se balader une vingtaine de minutes dans le centre pour \u00eatre abreuv\u00e9 de signaux. Il y a une saturation de l\u2019espace urbain par des signifiants, des signal\u00e9tiques, des appels \u00e0 la consommation. L\u2019expression formelle est la surabondance de panneaux publicitaires. La contamination visuelle nocturne et diurne de ces modules infecte la ville. Le mal est tellement install\u00e9 que cela donne lieu \u00e0 diff\u00e9rentes situations urbaines, architecturales et sensorielles qui tendent \u00e0 plonger dans l\u2019absurde.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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They Live (1988) - John Carpenter<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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C\u2019est tout d\u2019abord une question de diversit\u00e9 d\u2019\u00e9chelle. Du simple Carapantalla Municipal d\u20191.5mx1m, aux publicit\u00e9s d\u2019arr\u00eat de bus, en passant par les panneaux leds des th\u00e9\u00e2tres de la ville et des imposants panneaux publicitaires en 7x7m le long des avenues, ou encore des larges affiches d\u00e9ploy\u00e9es sur les medianeras<\/em> aveugles, jusqu\u2019aux panneaux gigantesques mont\u00e9s sur colonnes le long de la General Paz. Chaque \u00e9tendue d\u2019espace est exploit\u00e9e.
Cette prolif\u00e9ration cr\u00e9e une sensation de saturation mais \u00e9limine aussi toute illusion d\u2019unit\u00e9 urbaine. Les panneaux bariol\u00e9s de couleurs satur\u00e9es se d\u00e9ploient dans toutes les dimensions, chacun devant s\u2019imprimer au plus profond de notre r\u00e9tine. Cet exc\u00e8s chromatique a pour cons\u00e9quence de confondre l\u2019usager. Les informations essentielles, tels les couleurs des panneaux et les s\u00e9maphores se diluent derri\u00e8re la mosa\u00efque de publicit\u00e9s. La ville est devenue une palette de couleur criarde, surplomb\u00e9es de messages incitant en permanence \u00e0 la consommation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Capture d'\u00e9cran du site internet de D&S MediaGroup Website - Publicitaire \u00e0 Buenos Aires<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ces structures publicitaires en viennent \u00e0 d\u00e9vorer le paysage architectural de la ville. Ils recouvrent, cachent, \u00e9crasent les b\u00e2timents, qu\u2019ils s\u2019agissent des maisons de Saavedra qui bordent la General Paz ou les h\u00f4tels de la 9 de Julio, en passant par les th\u00e9\u00e2tres de l\u2019avenue Corrientes. Nous ne sommes plus dans la m\u00e9taphore, les structures m\u00e9talliques soutenant les larges affiches pullulent sur les toitures de b\u00e2timents qui sont deux fois moins haut que le message qu\u2019ils supportent. Une diff\u00e9rence de gabarit et une hi\u00e9rarchisation spatiale illustrant un certain ordre de priorit\u00e9\u00a0: le consum\u00e9risme est plus important (et vient au-dessus) de l\u2019habitant.<\/p>

\u00a0<\/p>

Ce flirt avec l\u2019overdose virtuelle prend vie sur les avenues de la ville, \u00e0 intervalle presque r\u00e9guliers l\u2019automobiliste ou le voyageur voit les panneaux d\u00e9filer, les bus qu\u2019on pouvait remarquer par leur couleurs remarquables et distinctifs traversent d\u00e9sormais la ville en l\u2019inondant de messages publicitaires incitant \u00e0 parier ou \u00e0 perdre son argent dans des formations douteuses, les nouveaux panneaux leds qui fleurissent de plus en plus d\u00e9gueulent d\u2019animation publicitaire plus ou moins maitris\u00e9es qui nous refusent l\u2019obscurit\u00e9. Dans la ville le signal visuel n\u2019est pas que statique, il s\u2019est mis en mouvement pour nous accompagner, nous pr\u00e9c\u00e9der et nous suivre. L\u2019\u00e9chappatoire semble impossible.<\/p>

\u00a0<\/p>

Et pourtant, pendant le covid, la route nationale A002 qui relie Ezeiza \u00e0 la capitale \u00e9tait vid\u00e9e de ses voitures mais aussi des grands panneaux publicitaires, il ne restait que le cadre vid\u00e9 de ses affiches, une situation \u00e9trangement apaisante. Dans la ville on aper\u00e7oit aussi \u00e7a et l\u00e0 (c\u2019est le cas par exemple depuis des ann\u00e9es \u00e0 la sortie de la station de m\u00e9tro Las Heras) d\u2019immenses panneaux noirs qui semblent attendre une future location de l\u2019espace publicitaire, mais qui en attendant invite au repos visuel. Ces grands \u00e9crans donnent le r\u00e9confort d\u2019une t\u00e9l\u00e9vision \u00e9teinte et l\u2019illusion d\u2019une ville sans publicit\u00e9.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Turning off the Billboards (Buenos Aires - ongoing)<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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MIBA<\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Cette chronique fait partie d\u2019un ensemble d\u2019impressions recueillies au travers de nombreuses promenades dans la capitale Argentine. Elles sont toutes disponibles en trois langue (EN,ES,FR) et font partie du\u00a0projet MIBA\u00a0d\u00e9velopp\u00e9 sur Senses Atlas.<\/p>\n","protected":false},"author":1,"featured_media":11847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_locale":"fr_FR","_original_post":"https:\/\/www.sensesatlas.com\/?p=11835","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[861],"tags":[],"class_list":["post-11845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-miba","fr-FR"],"acf":[],"yoast_head":"\nLa fin des totems publicitaires - Senses Atlas<\/title>\n<meta name=\"description\" content=\"Senses Atlas is a collection of visual archives aimed at developing a sensitive approach in our consumption of content\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sensesatlas.com\/fr\/la-fin-des-totems-publicitaires\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La fin des totems publicitaires - 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