{"id":202,"date":"2009-08-30T15:50:00","date_gmt":"2009-08-30T13:50:00","guid":{"rendered":"http:\/\/unik-mag.com:7888\/2009\/08\/30\/lolympia-de-manet-a-faim\/"},"modified":"2026-05-18T08:01:12","modified_gmt":"2026-05-18T06:01:12","slug":"lolympia-de-manet-a-faim","status":"publish","type":"post","link":"https:\/\/great-artmag.com\/en\/lolympia-de-manet-a-faim\/","title":{"rendered":"D\u00e9tournement de l\u2019Olympia de Manet : l\u2019art peut-il gu\u00e9rir l&#8217;anorexie ?"},"content":{"rendered":"<div style=\"text-align: justify;\">\n<p data-path-to-node=\"1\"><strong>Le tableau <em>Olympia<\/em> d&#8217;\u00c9douard Manet se retrouve au c\u0153ur d&#8217;une campagne de sensibilisation choc contre l&#8217;anorexie aux \u00c9tats-Unis. L&#8217;agence de publicit\u00e9 Ogilvy a choisi de modifier cette \u0153uvre pour alerter sur les ravages des troubles du comportement alimentaire. Ce d\u00e9tournement publicitaire d&#8217;un chef-d&#8217;\u0153uvre soul\u00e8ve un vif d\u00e9bat sur l&#8217;utilisation de l&#8217;art \u00e0 des fins de sant\u00e9 publique et sur l&#8217;impact de ces images sur les personnes malades.<\/strong><\/p>\n<h3 data-path-to-node=\"3\">Le scandale artistique au service d&#8217;une cause m\u00e9dicale<\/h3>\n<p data-path-to-node=\"4\">En 1863, la nudit\u00e9 sensuelle de l&#8217;Olympia provoquait un immense scandale au Salon des Refus\u00e9s \u00e0 Paris. Aujourd&#8217;hui, les cr\u00e9atifs de l&#8217;agence Ogilvy utilisent cette m\u00eame nudit\u00e9 pour susciter une r\u00e9action radicalement diff\u00e9rente. La silhouette g\u00e9n\u00e9reuse peinte par le ma\u00eetre impressionniste laisse place \u00e0 un corps d\u00e9charn\u00e9 par la maladie. L&#8217;\u00e9crivaine Marie Darrieussecq d\u00e9crit cruellement cette transformation dans le magazine Beaux-Arts en expliquant que le ruban devient un garrot et que les p\u00e9tales du bouquet semblent plus charnus que ce qu&#8217;il reste de chair sur le mod\u00e8le. Ce contraste violent vise \u00e0 provoquer une prise de conscience chez les jeunes filles touch\u00e9es par ce fl\u00e9au.<\/p>\n<h3 data-path-to-node=\"6\">L&#8217;efficacit\u00e9 des campagnes choc en question<\/h3>\n<p data-path-to-node=\"7\">Selon les chiffres du minist\u00e8re de la Sant\u00e9, pr\u00e8s de 40 000 personnes souffrent d&#8217;anorexie en France. Les concepteurs de la campagne esp\u00e8rent que ce miroir artistique horrifiera les malades afin de d\u00e9clencher un d\u00e9clic th\u00e9rapeutique. Cependant, de nombreux sp\u00e9cialistes des troubles du comportement alimentaire doutent de l&#8217;efficacit\u00e9 de cette m\u00e9thode bas\u00e9e sur l&#8217;\u00e9lectrochoc visuel. Les d\u00e9tracteurs craignent que la vision de ce corps extr\u00eamement maigre ne produise l&#8217;effet inverse en renfor\u00e7ant la dysmorphophobie des patientes ou en servant de mod\u00e8le involontaire.<\/p>\n<h3 data-path-to-node=\"9\">L&#8217;art doit-il soigner ou c\u00e9l\u00e9brer la vie ?<\/h3>\n<p data-path-to-node=\"10\">Ce d\u00e9bat interroge profond\u00e9ment le r\u00f4le et le statut de la cr\u00e9ation artistique dans la soci\u00e9t\u00e9. Certains observateurs regrettent la manipulation d&#8217;une \u0153uvre pour illustrer la d\u00e9ch\u00e9ance physique d&#8217;un personnage historique. \u00c0 l&#8217;origine, le tableau de Manet constitue un vibrant appel aux sens, au d\u00e9sir et \u00e0 l&#8217;app\u00e9tit de vivre. L&#8217;utilisation d&#8217;une telle \u0153uvre pour une campagne de pr\u00e9vention montre que l&#8217;art poss\u00e8de une force visuelle capable de bousculer les consciences.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le tableau Olympia d&#8217;\u00c9douard Manet se retrouve au c\u0153ur d&#8217;une campagne de sensibilisation choc contre l&#8217;anorexie aux \u00c9tats-Unis. L&#8217;agence de publicit\u00e9 Ogilvy a choisi de modifier cette \u0153uvre pour alerter sur les ravages des troubles du comportement alimentaire. Ce d\u00e9tournement publicitaire d&#8217;un chef-d&#8217;\u0153uvre soul\u00e8ve un vif d\u00e9bat sur l&#8217;utilisation de l&#8217;art \u00e0 des fins de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1248,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1470],"tags":[],"class_list":["post-202","post","type-post","status-publish","format-standard","has-post-thumbnail","category-debats-scandales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00e9tournement de l\u2019Olympia de Manet : l\u2019art peut-il gu\u00e9rir l&#039;anorexie ? - GREAT-ARTMAG<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/great-artmag.com\/en\/lolympia-de-manet-a-faim\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9tournement de l\u2019Olympia de Manet : l\u2019art peut-il gu\u00e9rir l&#039;anorexie ? - GREAT-ARTMAG\" \/>\n<meta property=\"og:description\" content=\"Le tableau Olympia d&#8217;\u00c9douard Manet se retrouve au c\u0153ur d&#8217;une campagne de sensibilisation choc contre l&#8217;anorexie aux \u00c9tats-Unis. L&#8217;agence de publicit\u00e9 Ogilvy a choisi de modifier cette \u0153uvre pour alerter sur les ravages des troubles du comportement alimentaire. 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