Séquence 2- BTS MCO1
Advertising
How can advertising influence consumers?
Séquence 2- BTS MCO1
Program
Day 2: analysing an ad poster
Day 1: brainstorming
Day 3: ads or commercials?
05/01/26
19/01/26
12/01/26
Obj lexical: la description Obj culturel: l'art de la publicité/ les grandes marques
I am a great subtitle, ideal for providing more context about the topic you are going to address.
“Advertising may be described as the science of arresting the human intelligence long enough to get money from it.” – Stephen Leacock, Canadian humourist, educator and lecturer
CE: advertising regulation + grammaire/simple past
Read the text
2. The influence of fashion, trends and clichés in business -do dashion, trends, stereotypes generate business or is it the other way round? - Fashion/trendsgenerate business/business generates fashion/trends 3. the impact of advertising.
Voir corrigé sur le cahier en ligne (blog)
CE: advertising and sexism
Read the text
2. The influence of fashion, trends and clichés in business -do dashion, trends, stereotypes generate business or is it the other way round? - Fashion/trendsgenerate business/business generates fashion/trends 3. the impact of advertising.
- Determine the topic/ underline the keywords.
- Mark your own notes
- state what the question debated is - pick out linkwords- Give the position of the journalist - identify the conclusion ++> towards oral expression
- Formulate a well-argumented composition
- facts are facts, burt there is also room for feelings, emotions, reactions and ideas. - We find ourselves faced with questions: 1. An ethical problem: is business meant to be business regardless of who is involved or victimized?
Séquence 2- BTS MCO1
Advertising
Day4: the success of a logo
How far are logos important for a brand?
“Advertising may be described as the science of arresting the human intelligence long enough to get money from it.” – Stephen Leacock, Canadian humourist, educator and lecturer
Manipulation
Name Surname
Are we brainwashed? Part 1 Part 2: to 4'
Name Surname
S + A.Modal + BV
Grammaire: modaux
Can Could Must May Might Will Would Should
==> Capacité/possibilité= je peux/je pouvais
4 règles d'or: 1. 1 modal est toujours suivi d'une base verbale(= infinitif sans le "to".) 2. Jamais 2 modaux à la suite 3. On ne le conjugue jamais (pas de "s", "ing", "ed") 4. Pour changer le temps, on utilise: ==> Be able to = CAN Ex: I will be able to do it: il pourra le faire ==> have to = MUST Ex: I will have to do it: il devra le faire
==> Obligation/devoir/forte probabilité / je dois/ c'est certainement
==> probabilité/ il se peut que/il se pourrait que
==> futur et volonté
==> Conditionnel et condition
==> conseil/je devrais
The power of colors
Colours in Advertising: How can Colours Affect your Marketing Campaign?For a transcreation project to succeed, it is vital to think beyond simply words. The right choice of wording will accurately convey the message of your marketing campaign, but brand appeal is a jigsaw that comprises many parts. From culture to culture, the number of pieces in this jigsaw varies depending on where you are in the world, perceptions of a brand or a product can be affected not just by the words that are used, but by the choice of certain numbers, cultural affiliations, political factors, gender representations, images and even colours in advertising too. In Japan, for example, camera maker Olympus followed its E-PL3 system with E-PL5 with the number 4 considered unlucky, while Renault’s R17 model became R177 in Italy, where the number 17 is feared. […] Similarly, colours can also make or break a brand’s mission to succeed overseas. While a brand or product’s existing colour palette may have positive connotations in some cultures, it may have the power to damage the brand in others.When it comes to the use of colour in overseas marketing campaigns, a one-size-fits-all approach is unlikely to work. Careful consideration of colour in advertising – and colour combinations – can spell the difference between brand failure and brand magic. The association of colours with different emotions, actions or cultural elements is nothing new. In the UK, the colour red is often used as a warning, such as on “Stop” signs or traffic lights, or to represent love, as used commercially by a multitude of brands on Valentine’s Day. Similarly, green may evoke a sense of environmental friendliness, pink may symbolise femininity, and black can translate as stylish and sleek, or as funereal, depending on the circumstances. Yet, in China, the sight of a man in a green hat is rare, as the colour symbolises a man who has been cuckolded by his wife. To South Africans, red is a colour that signifies violence, sacrifice and mourning. For many cultures in the Western world, yellow is a colour that signifies warmth, cheeriness and positive feelings. For other countries, this is not so true. In France, its connotations are more sinister, evoking thoughts of weakness, contradiction, betrayal and jealousy. In the 10th century, French criminals’ and traitors’ doors were daubed in yellow paint, clearly marking their shortcomings for all to see. Care must be taken during the transcreation process: national colours and those representing certain behaviours, feelings and characteristics have the potential to draw consumers in, be perceived as inappropriate for the brand or the product or even cause a great deal of offence, depending on the way in which they are used in marketing campaigns. The successful use of colour for cross-border brand and product launches can be a minefield. When Pepsi Cola changed the colour of its Southeast Asian vending machines from a darker to a lighter blue, the new colour’s association with mourning destroyed its dominant market share. However, successful international launches are certainly possible. Coca Cola, for example, feature heavy use of the colour red in their brand assets, but have transcended its negative connotations in certain parts of the globe to create continuity across cultures, and a brand identity that is recognised the world over. In the hot drinks market, tea brand Lipton has successfully entered over 110 markets, with particular popularity in Europe, the Middle East, North America and parts of Asia. The brand’s distinctive yellow and red colour palette is used the world over, but its campaigns are designed to be globally appropriate and applicable to each of its individual markets. A browse through individual country websites for the brand reveals that while the classic yellow dominates throughout, other imagery is designed to reflect the culture and colour preferences of the nation in question. When it comes to how advertising affects us, there are many things to consider during a transcreation campaign. Language, imagery, symbolism and culture all have a part to play, but colour must also be considered. With different colours evoking different emotions and events across the globe, simply transferring your standard colour palette to another country may not be enough: it is important to work with local talents who understand that nation’s culture and beliefs to ensure success.
Your turn
You work for a famous American advertiser and you were asked by Nike or Addidas to create a commercial for pair of running shoes.
3. You will have to - create the video, with a voice over in English -explain your projet orally, justifyning all your choices and explaining the way you have worked.
1.Design your running shoes with an AI
2. Discuss about what message and value you want to transmit and what you want your commercial to look like, its target...
Corrigé de la CO
Les marques influencent nos actions et même notre physiologie. L'exemple du Tylenol est édifant, car les chercheurs ont comparé la même molécule chez la marque Tylenol et le générique et la marque, plus chère, avec un packaging et des couleurs semble mieux fonctionner. De la même manière, le vin est meilleur dans une bouteille plus lourde, la nourriture a meilleur gout si elle est bien présentée. Un simple logo, comme celui de Mastercard peut faire dépenser +30% aux gens.. Les marques ne nous vendent pas un produit, mais une apartenance à un groupe socio-culturel dont elle veut que nous fassions partie. Ce n'est pas nouveau, les fabriquants ont, depuis 2000 and AJC aposé leurs sceaux sur leurs produits pour se faire connaitre. C'est en fait une façon de protéger les clients. Pendant la guerre froide, les marques étaient considérées comme anti-communistes en URRSS, donc il n'y avait pas le choix dans les produits, du pain était du pain, pas de packaging, pas de pub et donc personne à qui se plaindre en cas de produit défectueux. Cela a commencé à poser des problèmes quand les bateaux russes ont commencé à couler à cause de rivets de mauvaise facture Quand il n'y a pas de marque, il n'y a pas d'incitation pour le fabricant à produire de la bonne qualité car il sait qu'il n'est pas responsable en cas de problème, on ne le retrouvera pas. Avec la fin de la guerre froide, les marques ont fait leur apparition en URSS et la qualité s'est améliorée. Pour marquer la fin de cette ère, la marque Américaine, Pizza Hut a même fait son apparition sur le sol Russe avec en vedette de publicité, le président Gorbatchev.
Here you can put a highlighted title
Do you need more reasons to create dynamic content? Well: 90% of the information we absorb comes through sight, and we retain 42% more information when the content is animated.What you read: interactivity and animation can turn the most boring content into something fun. At Genially, we use AI (Awesome Interactivity) in all our designs, so you can level up with interactivity and transform your content into something that adds value and engages. If you want to provide additional information or develop the content in more detail, you can do so through your oral presentation. We recommend that you train your voice and practice: the best improvisation is always the one that is most prepared!
What words can you relate to advertising? You can think of how to do it, who is it meant for, means, medium (where you find it)....and any professional words.
Step 1: situate
Step 2: analyse
Step 3: on your own
Here you can put a highlighted title
Do you need more reasons to create dynamic content? Well: 90% of the information we absorb comes through sight, and we retain 42% more information when the content is animated.What you read: interactivity and animation can turn the most boring content into something fun. At Genially, we use AI (Awesome Interactivity) in all our designs, so you can level up with interactivity and transform your content into something that adds value and engages. If you want to provide additional information or develop the content in more detail, you can do so through your oral presentation. We recommend that you train your voice and practice: the best improvisation is always the one that is most prepared!
Advertising BTS 1
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Transcript
Séquence 2- BTS MCO1
Advertising
How can advertising influence consumers?
Séquence 2- BTS MCO1
Program
Day 2: analysing an ad poster
Day 1: brainstorming
Day 3: ads or commercials?
05/01/26
19/01/26
12/01/26
Obj lexical: la description Obj culturel: l'art de la publicité/ les grandes marques
I am a great subtitle, ideal for providing more context about the topic you are going to address.
“Advertising may be described as the science of arresting the human intelligence long enough to get money from it.” – Stephen Leacock, Canadian humourist, educator and lecturer
CE: advertising regulation + grammaire/simple past
Read the text
2. The influence of fashion, trends and clichés in business -do dashion, trends, stereotypes generate business or is it the other way round? - Fashion/trendsgenerate business/business generates fashion/trends 3. the impact of advertising.
Voir corrigé sur le cahier en ligne (blog)
CE: advertising and sexism
Read the text
2. The influence of fashion, trends and clichés in business -do dashion, trends, stereotypes generate business or is it the other way round? - Fashion/trendsgenerate business/business generates fashion/trends 3. the impact of advertising.
- Determine the topic/ underline the keywords.
- Mark your own notes
- state what the question debated is - pick out linkwords- Give the position of the journalist - identify the conclusion ++> towards oral expression- Formulate a well-argumented composition
- facts are facts, burt there is also room for feelings, emotions, reactions and ideas. - We find ourselves faced with questions: 1. An ethical problem: is business meant to be business regardless of who is involved or victimized?Séquence 2- BTS MCO1
Advertising
Day4: the success of a logo
How far are logos important for a brand?
“Advertising may be described as the science of arresting the human intelligence long enough to get money from it.” – Stephen Leacock, Canadian humourist, educator and lecturer
Manipulation
Name Surname
Are we brainwashed? Part 1 Part 2: to 4'
Name Surname
S + A.Modal + BV
Grammaire: modaux
Can Could Must May Might Will Would Should
==> Capacité/possibilité= je peux/je pouvais
4 règles d'or: 1. 1 modal est toujours suivi d'une base verbale(= infinitif sans le "to".) 2. Jamais 2 modaux à la suite 3. On ne le conjugue jamais (pas de "s", "ing", "ed") 4. Pour changer le temps, on utilise: ==> Be able to = CAN Ex: I will be able to do it: il pourra le faire ==> have to = MUST Ex: I will have to do it: il devra le faire
==> Obligation/devoir/forte probabilité / je dois/ c'est certainement
==> probabilité/ il se peut que/il se pourrait que
==> futur et volonté
==> Conditionnel et condition
==> conseil/je devrais
The power of colors
Colours in Advertising: How can Colours Affect your Marketing Campaign?For a transcreation project to succeed, it is vital to think beyond simply words. The right choice of wording will accurately convey the message of your marketing campaign, but brand appeal is a jigsaw that comprises many parts. From culture to culture, the number of pieces in this jigsaw varies depending on where you are in the world, perceptions of a brand or a product can be affected not just by the words that are used, but by the choice of certain numbers, cultural affiliations, political factors, gender representations, images and even colours in advertising too. In Japan, for example, camera maker Olympus followed its E-PL3 system with E-PL5 with the number 4 considered unlucky, while Renault’s R17 model became R177 in Italy, where the number 17 is feared. […] Similarly, colours can also make or break a brand’s mission to succeed overseas. While a brand or product’s existing colour palette may have positive connotations in some cultures, it may have the power to damage the brand in others.When it comes to the use of colour in overseas marketing campaigns, a one-size-fits-all approach is unlikely to work. Careful consideration of colour in advertising – and colour combinations – can spell the difference between brand failure and brand magic. The association of colours with different emotions, actions or cultural elements is nothing new. In the UK, the colour red is often used as a warning, such as on “Stop” signs or traffic lights, or to represent love, as used commercially by a multitude of brands on Valentine’s Day. Similarly, green may evoke a sense of environmental friendliness, pink may symbolise femininity, and black can translate as stylish and sleek, or as funereal, depending on the circumstances. Yet, in China, the sight of a man in a green hat is rare, as the colour symbolises a man who has been cuckolded by his wife. To South Africans, red is a colour that signifies violence, sacrifice and mourning. For many cultures in the Western world, yellow is a colour that signifies warmth, cheeriness and positive feelings. For other countries, this is not so true. In France, its connotations are more sinister, evoking thoughts of weakness, contradiction, betrayal and jealousy. In the 10th century, French criminals’ and traitors’ doors were daubed in yellow paint, clearly marking their shortcomings for all to see. Care must be taken during the transcreation process: national colours and those representing certain behaviours, feelings and characteristics have the potential to draw consumers in, be perceived as inappropriate for the brand or the product or even cause a great deal of offence, depending on the way in which they are used in marketing campaigns. The successful use of colour for cross-border brand and product launches can be a minefield. When Pepsi Cola changed the colour of its Southeast Asian vending machines from a darker to a lighter blue, the new colour’s association with mourning destroyed its dominant market share. However, successful international launches are certainly possible. Coca Cola, for example, feature heavy use of the colour red in their brand assets, but have transcended its negative connotations in certain parts of the globe to create continuity across cultures, and a brand identity that is recognised the world over. In the hot drinks market, tea brand Lipton has successfully entered over 110 markets, with particular popularity in Europe, the Middle East, North America and parts of Asia. The brand’s distinctive yellow and red colour palette is used the world over, but its campaigns are designed to be globally appropriate and applicable to each of its individual markets. A browse through individual country websites for the brand reveals that while the classic yellow dominates throughout, other imagery is designed to reflect the culture and colour preferences of the nation in question. When it comes to how advertising affects us, there are many things to consider during a transcreation campaign. Language, imagery, symbolism and culture all have a part to play, but colour must also be considered. With different colours evoking different emotions and events across the globe, simply transferring your standard colour palette to another country may not be enough: it is important to work with local talents who understand that nation’s culture and beliefs to ensure success.
Your turn
You work for a famous American advertiser and you were asked by Nike or Addidas to create a commercial for pair of running shoes.
3. You will have to - create the video, with a voice over in English -explain your projet orally, justifyning all your choices and explaining the way you have worked.
1.Design your running shoes with an AI
2. Discuss about what message and value you want to transmit and what you want your commercial to look like, its target...
Corrigé de la CO
Les marques influencent nos actions et même notre physiologie. L'exemple du Tylenol est édifant, car les chercheurs ont comparé la même molécule chez la marque Tylenol et le générique et la marque, plus chère, avec un packaging et des couleurs semble mieux fonctionner. De la même manière, le vin est meilleur dans une bouteille plus lourde, la nourriture a meilleur gout si elle est bien présentée. Un simple logo, comme celui de Mastercard peut faire dépenser +30% aux gens.. Les marques ne nous vendent pas un produit, mais une apartenance à un groupe socio-culturel dont elle veut que nous fassions partie. Ce n'est pas nouveau, les fabriquants ont, depuis 2000 and AJC aposé leurs sceaux sur leurs produits pour se faire connaitre. C'est en fait une façon de protéger les clients. Pendant la guerre froide, les marques étaient considérées comme anti-communistes en URRSS, donc il n'y avait pas le choix dans les produits, du pain était du pain, pas de packaging, pas de pub et donc personne à qui se plaindre en cas de produit défectueux. Cela a commencé à poser des problèmes quand les bateaux russes ont commencé à couler à cause de rivets de mauvaise facture Quand il n'y a pas de marque, il n'y a pas d'incitation pour le fabricant à produire de la bonne qualité car il sait qu'il n'est pas responsable en cas de problème, on ne le retrouvera pas. Avec la fin de la guerre froide, les marques ont fait leur apparition en URSS et la qualité s'est améliorée. Pour marquer la fin de cette ère, la marque Américaine, Pizza Hut a même fait son apparition sur le sol Russe avec en vedette de publicité, le président Gorbatchev.
Here you can put a highlighted title
Do you need more reasons to create dynamic content? Well: 90% of the information we absorb comes through sight, and we retain 42% more information when the content is animated.What you read: interactivity and animation can turn the most boring content into something fun. At Genially, we use AI (Awesome Interactivity) in all our designs, so you can level up with interactivity and transform your content into something that adds value and engages. If you want to provide additional information or develop the content in more detail, you can do so through your oral presentation. We recommend that you train your voice and practice: the best improvisation is always the one that is most prepared!
What words can you relate to advertising? You can think of how to do it, who is it meant for, means, medium (where you find it)....and any professional words.
Step 1: situate
Step 2: analyse
Step 3: on your own
Here you can put a highlighted title
Do you need more reasons to create dynamic content? Well: 90% of the information we absorb comes through sight, and we retain 42% more information when the content is animated.What you read: interactivity and animation can turn the most boring content into something fun. At Genially, we use AI (Awesome Interactivity) in all our designs, so you can level up with interactivity and transform your content into something that adds value and engages. If you want to provide additional information or develop the content in more detail, you can do so through your oral presentation. We recommend that you train your voice and practice: the best improvisation is always the one that is most prepared!