Crédit Agricole Banque Privée : retour du signifiant thatchérien

Le quotidien patronal Le Monde, spécialisé dans les hululements millénaristes contre "l'aggravation des dépenses sociales" et le "déséquilibre des comptes sociaux", voit sa page web colonisée par les publicités pour "Crédit Agricole Banque Privée".

L'intitulé même de cette nouvelle entité qu'est "Crédit Agricole Banque Privée" fait sourire : les marketeux décérébrés qui sont à l'origine de ce changement de nom utilisent le signifiant thatchérien à qui-mieux-mieux, comme si nulle crise n'était venue abolir l'hégémonie idéologique de l'utopie néolibérale. "Ma Banque Privée vit au rythme des grandes places", bêle le cadre-sup mis en scène dans la campagne d'affichage.

Dans l'air du temps publicitaire, il nous semblait pourtant qu'une page était tournée. Les compagnies d'assurance s'offrent des pleines pages dans la presse nationale pour certifier qu'elles ne jouent plus leur trésorerie en bourse. Les granes surfaces jurent qu'elles réduisent leurs prix pour ne pas corroder le "pouvoir d'achat". Les slogans misent sur la "solidarité" et le retour à l'authenticité des vraies valeurs de la vie vraie. Bref : on pouvait penser que la déliquescence du capitalisme et de ses hordes de crétins financiers avait porté un coup d'arrêt à la guérilla sémantique et axiologique qui était menée depuis trente ans. La droite versaillaise du bouclier fiscal et de la liquidation de l'Etat-providence joue même à taxer les bonus des traders et à proposer, à demi-mots, une taxe Tobin !

Mais cette publicité agressive pour "Crédit Agricole Banque Privée" vient opportunément zébrer ce nouveau paysage comme un retour du refoulé. La communication de la nouvelle "marque" de Crédit Agricole sursignifie le caractère bien "privé", 100% privé, ultraprivé, de la banque ; tout l'enjeu de la campagne semble être de sougliner que cette banque est privée à fond.

Quelques clics (privés) sur le site (privé) de Crédit Agricole Banque Privée : "Un autre regard sur la banque privée". "Contactez un conseiller privé". "Un conseiller privé unique en caisse régionale", glapit le site pour requins à costars rayés (privés). "L'expertise banque privée du Crédit agricole" est là. Le caractère privé est conçu comme un authentique viagra commercial.

De deux choses l'une : ou bien, comme nous en émettons l'hypothèse, il s'agit d'un pitoyable retour du refoulé de pubards et de banquiers, qui ne peuvent décidemment se faire à l'idée que le signifiant thatchérien est passé de mode. Ou bien il s'agit, plus platement, d'une lamentable erreur de communication, où les instigateurs de ce relooking du Crédit Agricole auraient tranché en faveur de signes néolibéraux en connaissance de cause, croyant sans doute que le langage pinochetiste avait malgré tout de beaux jours devant lui pour attirer les CSP++.

En ces temps de chômage de masse, le message publicitaire de cette institution bancaire (qui, en tant que telle, spécule et se gave) correspond à peu près à "Pas de pitié pour les gueux", ou plus exactement à une confidence aux rentiers de tout poil : "Ne vous inquiétez pas, nous, on y croit encore !"

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