occurs when the audience feels connected to the character on an emotional level. (Griffiths, 2015) Sometimes this occurs when a character is going through an action that someone in the audience has gone through. [...] A more common form of identification, however occurs when the audience - regardless of whether they have experienced a particular event or not - can feel sympathy or empathy for the character in any given situation. (International Screenwriters' Association, 2017) Audiences identify with characters who are in difficult situations and with characters they like or wish to be like. This identification is useful because it quickly simplifies the relationship between the audience and the story. The audience enters the story through the character with whom it can identify. Identification also provides an umbrella of tolerance. Once involved with a character, viewers tend to overlook the more subtle issues of story credibility and are forgiving of the occasional use of coincidence. Writers don’t want their viewers to become too aware of the various manipulations that are the mechanics of the screen story. This awareness is always a danger when identification with the main character is moderate or absent. (Dancyger & Rush, 2013, p. 228)

the name used at all stages of marketing, nom, symbole, code, ou leur combinaison, identifiant un produit