{"id":24998,"date":"2025-08-20T10:16:46","date_gmt":"2025-08-20T14:16:46","guid":{"rendered":"https:\/\/leger360.com\/?p=24998"},"modified":"2025-08-20T10:16:55","modified_gmt":"2025-08-20T14:16:55","slug":"conseils-d-experts-comment-les-histoires-de-renaissance-emergent-a-travers-les-parcours-emotionnels","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/conseils-d-experts-comment-les-histoires-de-renaissance-emergent-a-travers-les-parcours-emotionnels\/","title":{"rendered":"Comment les histoires de renaissance \u00e9mergent \u00e0 travers les parcours \u00e9motionnels"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW67650253 BCX8\"><span class=\"NormalTextRun SCXW67650253 BCX8\">Comment raconter des histoires \u00e0 la fois touchantes, inspirantes\u2026 et capables de cr\u00e9er un v\u00e9ritable lien entre une marque et son public?<\/span><\/span><span class=\"EOP SCXW67650253 BCX8\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbComprendre les 7 grands sch\u00e9mas narratifs \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\">Premi\u00e8rement, il est important de bien comprendre les sch\u00e9mas narratifs. Dans son ouvrage <em>The Seven Basic Plots<\/em>, Christopher Booker identifie sept grands sch\u00e9mas narratifs qui, selon lui, sont employ\u00e9s dans la plupart des histoires racont\u00e9es. Tous les r\u00e9cits embl\u00e9matiques emprunteraient l\u2019un de ces mod\u00e8les fondamentaux.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Les 7 grands sch\u00e9mas narratifs :\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\"> v<\/span><span data-contrast=\"auto\">aincre le monstre, p<\/span><span data-contrast=\"auto\">auvret\u00e9 \u00e0 richesse, l<\/span><span data-contrast=\"auto\">a qu\u00eate, v<\/span><span data-contrast=\"auto\">oyage et retour, r<\/span><span data-contrast=\"auto\">enaissance, c<\/span><span data-contrast=\"auto\">om\u00e9die, et t<\/span><span data-contrast=\"auto\">rag\u00e9die.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\"><\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbQu\u2019en est-il de la renaissance?\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Dans son cas, la renaissance repose sur une id\u00e9e simple : surmonter une \u00e9preuve, rena\u00eetre, et avancer. Ce sch\u00e9ma propose une trame narrative centr\u00e9e sur la transformation du personnage (ou d&rsquo;une marque), qui rena\u00eet apr\u00e8s avoir travers\u00e9 une \u00e9preuve ou un \u00e9chec.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">En publicit\u00e9, le sch\u00e9ma de la renaissance est fr\u00e9quemment utilis\u00e9 pour transmettre un message d\u2019espoir et inspirer. Il permet de raconter que les \u00e9checs ne sont pas une fin, mais un point de d\u00e9part vers la r\u00e9ussite. Mais pour que ce message touche r\u00e9ellement le public, il doit \u00eatre ressenti!<\/span><\/p>\n<p><span data-contrast=\"auto\">Il est donc pertinent de se demander ceci : comment faire pour que ma publicit\u00e9 inspire mon audience cible? C\u2019est pr\u00e9cis\u00e9ment l\u00e0 que <a href=\"https:\/\/leger360.com\/fr\/test-publicitaire\/\">Cube AI<\/a> entre en jeu puisque pour qu\u2019une publicit\u00e9 inspire r\u00e9ellement, elle doit cr\u00e9er une r\u00e9ponse \u00e9motionnelle authentique.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2025\/08\/Image-blogue-Cube-AI.png\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb alt=\u00a0\u00bbHomme de course qui regarde vers la droite\u00a0\u00bb title_text=\u00a0\u00bbImage blogue &#8211; Cube AI\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_image][et_pb_heading title=\u00a0\u00bbUnstoppable Dreams de Honda : une histoire de renaissance en action\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">La campagne <a href=\"https:\/\/www.youtube.com\/watch?v=xnZggbD1Ses\"><em>Unstoppable Dreams<\/em> de Honda<\/a>, lanc\u00e9e \u00e0 la fin de l\u2019ann\u00e9e 2023, est un excellent exemple d&rsquo;une narration de type renaissance.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Narr\u00e9e par le lutteur professionnel John Cena et structur\u00e9e sous forme de po\u00e8me invers\u00e9, cette publicit\u00e9 vid\u00e9o d\u00e9marre sur une note plut\u00f4t n\u00e9gative. Cependant, elle d\u00e9livre un message fort : l\u2019\u00e9chec est indissociable du parcours vers la r\u00e9ussite.<\/span><\/p>\n<p><span data-contrast=\"auto\">Avec des figures embl\u00e9matiques (comme le c\u00e9l\u00e8bre pilote de F1 Max Verstappen), des images d&rsquo;archives du coureur automobile Ayrton Senna, et par la pr\u00e9sentation de ses innovations tourn\u00e9es vers l\u2019avenir, la campagne de Honda raconte un v\u00e9ritable r\u00e9cit de renaissance et illustre parfaitement le renouveau de la marque.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbR\u00e9action \u00e9motionnelle typique face au sch\u00e9ma de renaissance\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"800\" data-end=\"998\">Gr\u00e2ce \u00e0 son<span>\u00a0<\/span><a href=\"https:\/\/leger360.com\/fr\/cube-ai-5-apprentissages-cles-tires-de-la-biometrie-pour-optimiser-lefficacite-publicitaire\/?_hsenc=p2ANqtz-9_2aYBvSOIBszG3GLcgDyEyAwTThL23pOuWAlhZKqS1DeXFu-ZxNwGMC6Qkob7ylEd38Oc\" rel=\"noopener\" data-hs-link-id=\"0\" data-hs-link-id-v2=\"WqDAu+JR\" target=\"_blank\">analyse image par image<\/a>, Cube AI est en mesure de d\u00e9tecter les \u00e9motions r\u00e9elles ressenties tout au long du visionnement de ce type de trame narrative.<\/p>\n<p data-start=\"800\" data-end=\"998\">Voici les caract\u00e9ristiques \u00e9motionnelles typiques du type de r\u00e9cit renaissance :<\/p>\n<ul data-start=\"1000\" data-end=\"1277\">\n<li style=\"list-style-type: none;\">\n<ul data-start=\"1000\" data-end=\"1277\">\n<li data-start=\"1000\" data-end=\"1072\"><strong>Au d\u00e9part<\/strong><strong>,<\/strong> lorsque l\u2019histoire s\u2019ouvre sur une situation difficile ou marqu\u00e9e par l\u2019adversit\u00e9, <strong>les \u00e9motions sont g\u00e9n\u00e9ralement faibles<\/strong>.<\/li>\n<li data-start=\"1000\" data-end=\"1072\"><strong>\u00c0 mi-parcours<\/strong><strong>,<\/strong> l\u2019apparition de la r\u00e9silience suscite <strong>de l\u00e9g\u00e8res remont\u00e9es \u00e9motionnelles<\/strong>, traduisant l\u2019\u00e9mergence de l\u2019espoir.<\/li>\n<li data-start=\"1000\" data-end=\"1072\"><strong>Enfin<\/strong><strong>,<\/strong> dans les derniers instants de la publicit\u00e9, un <strong>pic \u00e9motionnel<\/strong> se manifeste. C\u2019est le moment o\u00f9 la transformation devient tangible : un signe clair que le r\u00e9cit a pleinement fonctionn\u00e9 sur le plan \u00e9motionnel.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2025\/07\/Diapositive1-scaled.jpg\u00a0\u00bb alt=\u00a0\u00bbexplication d&rsquo;une courbe de type renaissance\u00a0\u00bb title_text=\u00a0\u00bbDiapositive1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_heading title=\u00a0\u00bbDes analyses qui s&rsquo;appuient sur la neuroscience\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"95\" data-end=\"698\">Ce genre de progression \u00e9motionnelle ne doit rien au hasard : elle s\u2019appuie sur des principes bien connus en neurosciences.<\/p>\n<p data-start=\"95\" data-end=\"698\"><a href=\"https:\/\/savoirs.usherbrooke.ca\/handle\/11143\/9645?_hsenc=p2ANqtz-9_2aYBvSOIBszG3GLcgDyEyAwTThL23pOuWAlhZKqS1DeXFu-ZxNwGMC6Qkob7ylEd38Oc\" rel=\"noopener\" data-hs-link-id=\"0\" data-hs-link-id-v2=\"zrZAmD3K\" target=\"_blank\">Des \u00e9tudes<\/a><span>\u00a0<\/span>ont d\u00e9montr\u00e9 que les exp\u00e9riences charg\u00e9es d\u2019\u00e9motions ont plus de chances d\u2019\u00eatre retenues dans la m\u00e9moire \u00e0 long terme.<span>\u00a0<\/span><a href=\"https:\/\/lecerveau.mcgill.ca\/flash\/i\/i_04\/i_04_cr\/i_04_cr_peu\/i_04_cr_peu.html?_hsenc=p2ANqtz-9_2aYBvSOIBszG3GLcgDyEyAwTThL23pOuWAlhZKqS1DeXFu-ZxNwGMC6Qkob7ylEd38Oc\" rel=\"noopener\" data-hs-link-id=\"0\" data-hs-link-id-v2=\"hc+Pq\/Pj\" target=\"_blank\">Le complexe amygdalien<\/a>, une r\u00e9gion du cerveau impliqu\u00e9e dans le traitement des \u00e9motions, joue un r\u00f4le cl\u00e9 dans le renforcement de la consolidation de la m\u00e9moire lors d\u2019\u00e9v\u00e9nements \u00e9motionnellement marquants.<\/p>\n<p data-start=\"95\" data-end=\"698\">Les neurosciences le confirment : une \u00e9motion forte renforce la m\u00e9moire. Donc, en publicit\u00e9, une fin \u00e9motionnellement marquante ne fait pas qu\u2019\u00e9mouvoir, elle ancre \u00e9galement le message dans l\u2019esprit.<\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbQuand le r\u00e9cit ne touche pas sa cible\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Et si ce pic \u00e9motionnel final ne survient pas? C\u2019est le signe que la transformation n\u2019a pas \u00e9t\u00e9 per\u00e7ue\u2026 et que la publicit\u00e9 risque de ne pas inspirer.<\/p>\n<p><a href=\"https:\/\/www.grenier.qc.ca\/actualites\/43971\/lefficacite-publicitaire-de-demain-repose-sur-lia?_hsenc=p2ANqtz-9_2aYBvSOIBszG3GLcgDyEyAwTThL23pOuWAlhZKqS1DeXFu-ZxNwGMC6Qkob7ylEd38Oc\" rel=\"noopener\" data-hs-link-id=\"0\" data-hs-link-id-v2=\"1rU6P73f\" target=\"_blank\">Cube AI aide les \u00e9quipes cr\u00e9atives \u00e0 anticiper ce risque<\/a>, et \u00e0 le pr\u00e9venir avant la diffusion d&rsquo;une publicit\u00e9. En r\u00e9alisant des analyses en amont, vous vous assurez que votre campagne aura un impact concret et que votre message r\u00e9sonnera aupr\u00e8s de votre public.<\/p>\n<p data-start=\"1168\" data-end=\"1533\"><span>La performance de <em data-start=\"574\" data-end=\"594\">Unstoppable Dreams<\/em><\/span><span>\u00a0<\/span>repose sur sa<span>\u00a0<\/span><span>capacit\u00e9<\/span><span>\u00a0<\/span>\u00e0<span>\u00a0<\/span><span>faire passer le message<\/span><span>\u00a0<\/span>de Honda<span>\u00a0<\/span><span>non seulement<\/span><span>\u00a0<\/span>par les<span>\u00a0<\/span><span>mots<\/span>, mais par<span>\u00a0<\/span><span>l\u2019\u00e9motion v\u00e9cue<\/span><span>\u00a0<\/span>\u00e0<span>\u00a0<\/span><span>travers<\/span><span>\u00a0<\/span>le<span>\u00a0<\/span><span>r\u00e9cit<\/span>.<\/p>\n<p data-start=\"1168\" data-end=\"1533\">\ud83d\udc49Contactez-nous d\u00e8s maintenant pour optimiser vos publicit\u00e9s en amont gr\u00e2ce \u00e0\u00a0 <a href=\"https:\/\/leger360.com\/fr\/test-publicitaire\/\"><strong data-start=\"126\" data-end=\"137\">Cube AI<\/strong><\/a>.<\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbContactez-nous\u00a0\u00bb module_class=\u00a0\u00bbhs-cta-trigger-button hs-cta-trigger-button-153049436245&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment raconter des histoires \u00e0 la fois touchantes, inspirantes\u2026 et capables de cr\u00e9er un v\u00e9ritable lien entre une marque et son public?\u00a0Premi\u00e8rement, il est important de bien comprendre les sch\u00e9mas narratifs. Dans son ouvrage The Seven Basic Plots, Christopher Booker identifie sept grands sch\u00e9mas narratifs qui, selon lui, sont employ\u00e9s dans la plupart des histoires racont\u00e9es. Tous les r\u00e9cits embl\u00e9matiques emprunteraient l\u2019un de ces mod\u00e8les fondamentaux. Les 7 grands sch\u00e9mas narratifs :\u00a0 vaincre le monstre, pauvret\u00e9 \u00e0 richesse, la qu\u00eate, voyage et retour, renaissance, com\u00e9die, et trag\u00e9die.Dans son cas, la renaissance repose sur une id\u00e9e simple : surmonter une \u00e9preuve, rena\u00eetre, et avancer. Ce sch\u00e9ma propose une trame narrative centr\u00e9e sur la transformation du personnage (ou d&rsquo;une marque), qui rena\u00eet apr\u00e8s avoir travers\u00e9 une \u00e9preuve ou un \u00e9chec.\u00a0 En publicit\u00e9, le sch\u00e9ma de la renaissance est fr\u00e9quemment utilis\u00e9 pour transmettre un message d\u2019espoir et inspirer. Il permet de raconter que les \u00e9checs ne sont pas une fin, mais un point de d\u00e9part vers la r\u00e9ussite. Mais pour que ce message touche r\u00e9ellement le public, il doit \u00eatre ressenti! Il est donc pertinent de se demander ceci : comment faire pour que ma publicit\u00e9 inspire mon audience cible? C\u2019est pr\u00e9cis\u00e9ment l\u00e0 [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":25144,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[],"class_list":["post-24998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Comment les \u00e9motions fa\u00e7onnent les histoires de renaissance - L\u00e9ger<\/title>\n<meta name=\"description\" content=\"Cr\u00e9er une campagne inspirante est essentiel pour un impact concret. 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