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Usage de la religion à des fins commerciales : L’irrésistible passage du slogan à la marque. - Algerie360
L’usage des slogans religieux comme argument commercial est un phénomène qui gagne ostensiblement du terrain, mais qui a surtout muté, récemment, pour prendre une toute nouvelle forme, passant du stade du simple argument à celui de la marque à connotation franchement démiurgique.
Avec le produit pharmaceutique baptisé Rahmat Rabi (RHB), aujourd’hui retiré du marché, un nouveau palier a été franchi, puisque c’est littéralement « la miséricorde de Dieu » qui a été vendue en boites.
Et c’est malheureusement avec du recul seulement que l’on s’aperçoit qu’il s’agissait de la « franchise » commerciale la plus surréaliste de tous les temps. Si le scandale lié à cette marque a mis en relief la fragilité de notre système de contrôle, au sens le plus large, il a été surtout un marqueur sur la vulnérabilité de la société face à l’emploi de la phraséologie religieuse, que l’objectif recherché soit commercial ou autre.
Dans ce contexte, il est important de faire la distinction entre les slogans ou les marques à connotation religieuse et le Label, Hallal, en l’occurrence, qui lui est censé être une désignation objective du produit d’un point de vue normatif par rapport aux pratiques religieuse. Le slogan ou le nom d’une marque relèvent, quant à eux, d’un choix subjectif.
L’affaire RHB évoque inévitablement celle de l’entreprise « Al Waad Essadek », qui, dans un domaine totalement différent avait capté l’attention du public aussi bien par la formule proposée que par le slogan adopté.
Cette entreprise spécialisée dans la vente de voitures n’était pas allée aussi loin que RHB, mais a tout de même puisée dans la terminologie coranique et à grandes brassées, semble-t-il. En effet, dans un verset du Coran la « promesse tenue » est celle faite aux hommes par Dieu. Le lien entre l’entreprise et ce verset est fait par les clients de façon consciente ou pas.
A l’époque de l’apparition de cette entreprise, on était encore dans la phase du slogan, mais elle a quand même réussi à attirer des milliers de clients. Séduits par les avantages garantis par ce « pieux » établissement commercial, ils ne pouvaient se permettre de rater une telle occasion. Vendre à l’entreprise sa voiture à prix fort et lui acheter une autre à bas prix, telle était la formule gagnante proposée par « Al Waad Essadek » qui, en fait, piégeait ses clients dans les filets du fameux système de Ponzi. Un système dont l’architecte paient les plus anciens clients avec l’argent des plus récents jusqu’à l’inévitable point de déséquilibre.
Mais là où la terminologie religieuse à plus de chance de faire mouche c’est lorsqu’il s’agit de phytothérapie. De nombreuses entreprises spécialisées dans ce qu’elles qualifient de médecine du prophète (Et-tib En-nabaoui), attirent beaucoup de clients bien plus pour le mot « prophète » que pour le mot « médecine ».
Certains professionnels de ce créneau assurent même être capables de soigner des maladies telles que le cancer ou le diabète. Et ce qui attire l’attention, dans ce créneau précis, c’est que nous n’avons plus affaire à des herboristes assis en tailleur au marché du vendredi, mais à des établissements bien installés avec réceptionnistes, standardistes et tout un système administratif pour gérer les clients et fixer les rendez-vous.
Malgré cela, aucun travail de recherche académique n’a été encore fait d’abord pour démontrer si ces phytothérapeutes soignent réellement les maladies les plus graves et, ensuite, si ce qu’ils présentent aux patients comme la médecine du prophète l’est réellement.
Des spots publicitaires pour des exorcistes
L’année 2016 est probablement celle où, pour la première fois, des chaînes de télévision arabes ont commencé à passer des spots publicitaires vantant les mérites de professionnels de l’exorcisme, officiellement exerçant selon les percepts de la religion. Sur le bouquet Nile Sat qui compte les chaînes les plus suivies par les Algériens, ces publicités sont diffusées de manière régulière.
Sur la chaîne égyptienne « Cima », par exemple, ces spots sont encore plus captivants avec des mises en scènes pour le moins étranges, puisqu’on n’hésite pas à montrer des images dignes de films d’horreur pour parler des prouesses d’un exorciste capable de libérer les gens de « leurs » démons.
Mais les choses ne s’arrêtent pas là. On promet aussi de réconcilier époux et membres de la famille, avec la « Roquia » dite « légale ».
Moins agressif, mais tout aussi osée une publicité qui cite, pour vendre des logements à crédits, un verset coranique où le mot « crédit » est employé. Une version quasi-subliminale de l’emploi de l’argumentaire religieux à des fins commerciales.
L’usage de la terminologie religieuse à des fins commerciales n’est pas toujours l’œuvre d’escrocs, à proprement parler. Il s’agit bien souvent de bons connaisseurs de la société. Une société qui, à chaque crise, se réfugie dans un maladif renfermement, hermétique à tout sauf à la religion et à ses « produits dérivés ». La faible connaissance de la religion chez beaucoup de gens représente un vide commercialement rentable, que certains ont appris à combler.