Event 17 May 2022

Ma thèse en 180 secondes : interview of a TSM finalist

A TSM Doctoral Student who participated in the regional competition "Ma thèse en 180 secondes" (My thesis in 180 seconds) garnered the most votes from high schoolers for her presentation "À plusieurs, sous les jupes de la pub ? Ce n’est pas tabou !" ("Peering under the skirts of advertising? It's not taboo!")

Ludivine Destoumieux participated in this event aimed at making doctoral thesis more accessible to the general public in March 2022 at the Sorano theater downtown Toulouse. 600 students from 12 high schools voted the Marketing major's performance as the best of the year for this competition. 

Ma Thèse en 180 Secondes aims to "present a research topic, in French and in simple terms, to a diverse audience. Each student must make a clear, concise and convincing presentation of his or her research project in 3 minutes. All this with the support of a single slide! "

Ludivine Destoumieux responded to a few questions right before the big event.


  • What prompted you to pursue your studies at TSM?

I joined TSM in 2018, where I did a Master 1 in Marketing, as a part-time job with the Economic Development Agency of the Occitanie Region. My work focused, more specifically, on the communication of territorial agencies and their business incubator. TSM benefits from a reputation of excellence, the reputation of the marketing pole, the pedagogy by and for research, the interventions of professionals and the opportunity to be integrated into the life of a company via the work-study programme explain my desire to join the establishment. As the co-founder of a company at the age of 19 - Trynbuy: specialising in the on-site testing of real estate before buying - I did not consider an academic career, but I was seduced in the Introduction to Research course during the Master's degree. I have now joined the TSM-Research laboratory and I have been doing my thesis there for 3 years.


  • Can you summarise your thesis in a few lines?

My thesis is based on an observation: companies are desperate for attention in an overloaded advertising world, and they use stratagems to capture our attention. Provocative advertisements have been in the spotlight for several years: car accidents, sexualised individuals, red-ruled blood, new identities, etc. The advertising scene is less and less censored, it is laid bare. The breaking of taboos in advertising provokes unfavourable individual attitudes towards both the ad and the brand. Nowadays, with the advent and development of the social web, we are increasingly confronted with the opinions of others. Social networks, where young people are over-represented, are real taboo-killers. In particular, they encourage the emergence of new movements that have been kept quiet until now. The Internet also simplifies access to advertisements (national and international) using or not using taboos and more generally it multiplies the probability of being confronted with these breaks in norms (Live, Pornography, Uncensored, compilation of shocking videos, ...).

My thesis investigates the effect of the social context (through normative social pressure) and the effect of the momentary context, the fact of being "ready" to see the taboo (via the repetitiveness of the ad) on individual attitudes towards taboo breaking ads. Could a supportive group in the face of a shocking ad make us supportive? Does the fact that we have seen the advertisement several times before make us more tolerant of it, or even allow us to like it? Does repetition and the social context annihilate the perception of the taboo character? These moderators would explain, at least in part, the diffusion of transgressors and thus the evolution of taboos over time.


  • What is your professional goal now?

Teaching/research means constantly enriching one's knowledge and having the opportunity to disseminate it. I am passionate about the teaching/training aspect, I aspire to become an innovative pedagogue in these learning methods, understanding and adaptable. I attach particular importance to being close to companies, both in my research and in my teaching, based on "project learning" (learning through projects, through application). I hope to have many more opportunities to work with companies, associations and administrations on their creation or development issues. I am currently considering launching a business project, this time focused on training and consulting. 



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