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Le present article s’interroge sur la communication mise en acte dans le discours du packaging des produits alimentaires, qui souleve d’importants problemes ethiques lies tant aux dangers alimentaires, crises ecologiques et sociales, qu’a la remise en cause de la relation de confiance entre le consommateur, les differents acteurs de la filiere alimentaire et les communicants.  La marque qui est a l’origine de l’offre devient une instance de caution, le communicant ayant le role d’installer la relation de confiance avec le consommateur par la mediation de son discours sur le produit. Notre article se propose de montrer comment la semiotique, plus particulierement la semiotique des pratiques et la theorie du lien ethique de J. Fontanille, permet d’analyser le lien ethique qui lie les instances de la pratique, impliquees dans l’action representee par le packaging. Ces modeles mettent en lumiere le role de la marque dans la construction de la relation ethique avec le consommateur.   This article studies the communication implemented in the packaging discourse of food products, which raises important ethical problems related to food hazards, ecological and social crises as well as the issue of trusting relationship between the consumers, various actors in the food chain and communicators. The brand, which is at the origin of the offer, becomes an instance of caution. At the same time, the brand is the communicator whose role consists of installing trusting relationship with the consumer through the mediation of its communication on food product. Our article suggests showing how the semiotics models, in particular, the semiotics of practices and theory of ethical link of J. Fontanille allows to analyse the ethical link, which connects the actors of the practices involved in the action that is described by the packaging. These models bring to light the brand’s role in the construction process of ethical relationship with the consumer.

Construction du lien éthique dans le discours du packaging des produits alimentaires