{"id":29364,"date":"2026-07-16T14:16:49","date_gmt":"2026-07-16T21:16:49","guid":{"rendered":"https:\/\/www.latmultilingual.com\/blog\/les-emojis-a-travers-les-cultures-de-petites-images-mais-de-grandes-emotions\/"},"modified":"2026-07-16T14:18:43","modified_gmt":"2026-07-16T21:18:43","slug":"les-emojis-a-travers-les-cultures-de-petites-images-mais-de-grandes-emotions","status":"publish","type":"post","link":"https:\/\/www.latmultilingual.com\/fr\/blog\/les-emojis-a-travers-les-cultures-de-petites-images-mais-de-grandes-emotions\/","title":{"rendered":"Les \u00e9mojis \u00e0 travers les cultures : de petites images, mais de grandes \u00e9motions"},"content":{"rendered":"

Le 17 juillet marque la Journ\u00e9e mondiale des \u00e9mojis. Pourquoi le 17 juillet? Tout simplement parce que c\u2019est la date qu\u2019on voit g\u00e9n\u00e9ralement sur l\u2019\u00e9moji de calendrier : \ud83d\udcc5. La population de l\u2019Internet a vu une toute petite ic\u00f4ne de calendrier et s\u2019est dit : \u00ab Parfait. Une date \u00e0 souligner! \u00bb<\/p>\n

Une petite histoire<\/strong><\/span><\/h3>\n

Le mot \u00e9moji vient du japonais : e<\/em> (\u7d75), qui signifie \u00ab image \u00bb, et moji<\/em> (\u6587\u5b57), qui signifie \u00ab personnage \u00bb. Cr\u00e9\u00e9s au Japon \u00e0 la fin des ann\u00e9es 1990, les \u00e9mojis ont depuis migr\u00e9 des \u00e9crans de cellulaires aux claviers partout dans le monde, o\u00f9 ils nous permettent d\u2019exprimer toutes sortes de choses, allant de \u00ab bon travail \u00bb \u00e0 \u00ab je suis pratiquement mort de rire \u00bb.<\/p>\n

Diff\u00e9rences culturelles<\/strong><\/span><\/h3>\n

Les \u00e9mojis en tant que tels sont normalis\u00e9s, mais pas leur signification. Ils parcourent le monde avec leurs petits messages, mais ces messages peuvent se transformer en cours de route.<\/p>\n

Prenons le fameux pouce \ud83d\udc4d, par exemple. Dans beaucoup de contextes occidentaux, il signifie \u00ab d\u2019accord \u00bb. Dans certains milieux de travail par contre, en particulier chez les jeunes utilisateurs, il peut s\u2019agir plut\u00f4t de \u00ab j\u2019ai compris, mais je n\u2019ai pas envie d\u2019en parler \u00bb.<\/p>\n

Le visage souriant \ud83d\ude42 est tout aussi ambigu. Sympathique? Poli? L\u00e9g\u00e8rement mena\u00e7ant? Dans certains contextes num\u00e9riques chinois, il peut \u00eatre interpr\u00e9t\u00e9 comme une attitude froide ou sarcastique. Un sourire, apparemment, peut avoir un \u00e9ventail de sens.<\/p>\n

Il y a aussi le cr\u00e2ne \ud83d\udc80, qui signifie techniquement la mort, mais aussi bien souvent \u00ab c\u2019est trop dr\u00f4le \u00bb. Le visage qui pleure fort \ud83d\ude2d peut \u00eatre li\u00e9 \u00e0 une peine d\u2019amour ou une joie intense, ou carr\u00e9ment dire \u00ab c\u2019est tellement dr\u00f4le que j\u2019en pleure \u00bb. Le contexte en prend beaucoup sur ses \u00e9paules.<\/p>\n

Variations culturelles cach\u00e9es<\/strong><\/span><\/h3>\n

Certains \u00e9mojis contiennent des r\u00e9f\u00e9rences culturelles \u00e9videntes pour les initi\u00e9s et invisibles pour les autres, c\u2019est comme \u00e7a que surviennent les surprises en marketing.<\/p>\n

Les mains jointes \ud83d\ude4f peuvent signifier une pri\u00e8re, de la gratitude, du respect, \u00ab s\u2019il vous pla\u00eet \u00bb ou encore \u00ab merci de ne pas m\u2019avoir fait assister \u00e0 une autre r\u00e9union \u00bb. Une marque peut chercher \u00e0 d\u00e9montrer de la reconnaissance, mais, sans faire expr\u00e8s, para\u00eetre \u00e9trangement spirituelle, trop formelle ou parfaitement charmante, selon le public.<\/p>\n

Les \u00e9mojis alimentaires ne sont pas toujours aussi innocents qu\u2019ils en ont l\u2019air. La p\u00eache \ud83c\udf51 et l\u2019aubergine \ud83c\udf46 peuvent s\u2019\u00e9carter un peu trop du rayon des fruits et l\u00e9gumes, tandis que les g\u00e2teaux de lune \ud83e\udd6e, les dumplings \ud83e\udd5f et le th\u00e9 \ud83c\udf75 peuvent faire allusion \u00e0 des aspects saisonniers, culturels ou sociaux qui passent inaper\u00e7us chez les n\u00e9ophytes.<\/p>\n

M\u00eame les \u00e9tincelles \u2728 et le feu \ud83d\udd25 en ont souvent plus \u00e0 dire. Selon le contexte, ils peuvent signaler de l\u2019enthousiasme, de l\u2019ironie, de l\u2019approbation, de la beaut\u00e9, de l\u2019engouement ou encore une marque qui essaie un peu trop fort d\u2019avoir l\u2019air cool.<\/p>\n

Autres facteurs : \u00e2ge et plateforme<\/strong><\/span><\/h3>\n

Les \u00e9mojis changent aussi selon le groupe d\u2019\u00e2ge, le secteur et la plateforme utilis\u00e9e. Ce qui fonctionne bien sur RedNote peut tomber \u00e0 plat sur LinkedIn, o\u00f9 l\u2019enthousiasme rev\u00eat souvent une tenue plus professionnelle. Et ce qui semble naturel sur WeChat peut sonner diff\u00e9remment dans une campagne par courriel, un message de sant\u00e9 publique ou un lancement de produit.<\/p>\n

En bref, les \u00e9mojis font partie du message, ce ne sont pas de simples d\u00e9corations qu\u2019on ajoute \u00e0 la fin. Une bonne utilisation peut faire para\u00eetre une marque plus chaleureuse et plus humaine, tandis qu\u2019une mauvaise utilisation peut attirer les moqueries du public.<\/p>\n

Incidence sur la localisation<\/strong><\/span><\/h3>\n

Pour les marques qui s\u2019adressent \u00e0 diff\u00e9rents march\u00e9s, les \u00e9mojis m\u00e9ritent la m\u00eame attention que les mots, le ton, les images, les couleurs, le choix du moment et tous les autres aspects qui forment ensemble le sens.<\/p>\n

La traduction ne consiste pas seulement \u00e0 remplacer une langue par une autre. Elle demande d\u2019adapter l\u2019ensemble du message pour qu\u2019il soit naturel, respectueux et r\u00e9ellement dr\u00f4le quand on souhaite faire de l\u2019humour.<\/p>\n

Il faut donc savoir comment des publics pr\u00e9cis communiquent : ce qu\u2019ils trouvent sympathique, ce qu\u2019ils trouvent d\u00e9pass\u00e9, ce qu\u2019ils trouvent dr\u00f4le et ce qui pourrait les faire sourciller.<\/p>\n

Les petits symboles peuvent cr\u00e9er de grandes impressions. Choisissez judicieusement, ou au moins, demandez \u00e0 quelqu\u2019un de fiable avant d\u2019envoyer l\u2019\u00e9moji d\u2019aubergine.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les \u00e9mojis sont peut-\u00eatre minuscules, mais ils en disent long culturellement. Pour les marques qui s\u2019adressent \u00e0 diff\u00e9rents march\u00e9s, ces symboles du quotidien m\u00e9ritent la m\u00eame attention que les mots, le ton et les images. <\/p>\n","protected":false},"author":91,"featured_media":29365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[861,864],"tags":[],"class_list":["post-29364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-multiculturel","category-marketing-multilingue"],"metadata":{"_encloseme":"1","_last_translation_edit_mode":"native-editor","_wpml_media_duplicate":"1","_wpml_media_featured":"1","_yoast_wpseo_primary_category":"861","authorsure_include_css":"","_top_nav_excluded":"","_cms_nav_minihome":"","_wp_page_template":"default","_yoast_wpseo_title":"Les \u00e9mojis \u00e0 travers les cultures : de petits symboles, mais de grands impacts sur les marques","_yoast_wpseo_metadesc":"Le sens des \u00e9mojis peut changer selon les cultures, les plateformes et les g\u00e9n\u00e9rations. 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