C & rsquo; is with a commercial that we begin this week since we will look at the communication of the brand Balsamik and its famous slogan : la mode qui aime toutes les femmes. What emotional universalism ! This will make no distinction on the physical is laudable especially for a clothing brand (difficile d’accoler mode et Balsamik. Mieux vaut tenter discount et Balsamik). But the story is actually not nearly as beautiful as this. None of these women is obese or awful. Il ne faut pas le dire par politiquement correct, mais pas de Maïté ou d’Arlette Laguiller à l’horizon. Au delà de cette notion mensongère d’universalisme, willingness” de Balsamik (se prononce comme le vinaigre…) is d & rsquo; escape criticism which often affects women's clothing brands : difficile de pouvoir trouver des fringues sympa si l’on ne fait pas un mètre 65 et un 36/38 en pantalon. Balsamik therefore wants to talk theoretically maximum possible without leaving any women on the side of the road and thus peddle his clothes to a number of target leverage. But it's not nice to lie, c’est même très vilain…