Fiche à imprimer : Buy now! Publicité et manipulation (1re)

Anglais	Français
a target audience	un public cible
a slogan / a jingle	un slogan / une ritournelle publicitaire
sponsored content	un contenu sponsorisé
Limited offer! Buy now!	Offre limitée ! Achetez maintenant !
Ads make us feel that we need things.	Les pubs nous font croire que nous avons besoin de choses.
They get influencers to promote products.	Ils font promouvoir les produits par des influenceurs.

La publicité ne vend pas seulement un produit : elle vend une émotion, un statut, un rêve. Techniques fréquentes : l'urgence (limited offer), la preuve sociale (everyone's talking about it), la célébrité, la peur de manquer, l'humour. Les influenceurs doivent signaler les contenus sponsorisés (#ad). Structures causatives : make someone do (pousser quelqu'un à faire), get someone to do (faire faire quelque chose à quelqu'un), have something done.

Mise en situation : l'analyse de pub

Teacher : Look at this advert for trainers. What techniques are used?

Regardez cette pub de baskets. Quelles techniques sont utilisées ?

Lina : First, urgency: 'Only 48 hours left!' It makes you buy without thinking.

D'abord, l'urgence : « Plus que 48 heures ! » Ça te pousse à acheter sans réfléchir.

Nathan : And they got a famous athlete to wear them. It makes us believe we'll run faster.

Et ils ont fait porter les baskets par un athlète célèbre. Ça nous fait croire qu'on courra plus vite.

Teacher : Who is the target audience?

Quel est le public cible ?

Lina : Teenagers, obviously. The music, the colours, the slang... everything is designed for us.

Les ados, évidemment. La musique, les couleurs, l'argot... tout est conçu pour nous.

Nathan : The scary thing is that it works. I want those trainers now!

Ce qui fait peur, c'est que ça marche. Je veux ces baskets maintenant !

À retenir

an advert, a slogan, a target audience, a brand, an influencer, sponsored content, urgency, emotional appeal.
make someone do ; get someone to do ; have something done ; It is designed for... (passif).

Exercice 1 : Publicité et manipulation : exercice 1 (QCM)

« un public cible »
1. a targeting public
2. a target audience
3. a target audition
« un contenu sponsorisé »
1. sponsored content
2. sponsored contempt
3. sponsoring contents of
Ads make us ___ things.
1. to want
2. want
3. wanting
They got an athlete ___ the shoes.
1. wearing of
2. to wear
3. wear
« Offre limitée ! »
1. Limiting offer!
2. Limited offer!
3. Limit offering!
« Tout est conçu pour nous. »
1. Everything is designing for us.
2. Everything is designed for us.
3. Everything designs for us.
Les influenceurs doivent signaler...
1. les contenus sponsorisés
2. leur âge
3. leur adresse
« persuader »
1. to perceive
2. to pursue
3. to persuade
« Ce qui fait peur, c'est que... »
1. The scary is thing that...
2. The scary thing is that...
3. The scared thing is that...
« l'argot »
1. slung
2. slogan
3. slang

Exercice 2 : Publicité et manipulation : exercice 2 (à compléter)

It makes you .......................... without thinking.
They got a famous athlete .......................... wear them.
It makes us .......................... we'll run faster.
Who is the target .......................... ?
Everything is .......................... for us. (design)
What techniques are .......................... ? (use)
Only 48 hours .......................... !
sponsored ..........................
The scary thing is that it .......................... .
Limited .......................... !

Exercice 3 : Publicité et manipulation : mise en situation

Quelles techniques sont utilisées ?
1. What techniques are using?
2. What techniques use?
3. What techniques are used?
Ça te pousse à acheter sans réfléchir.
1. It makes you to buy without thinking.
2. It makes you buying without think.
3. It makes you buy without thinking.
Ils ont fait porter les baskets par un athlète.
1. They got a famous athlete to wear them.
2. They made a famous athlete to wear them.
3. They got a famous athlete wear them.
Ça nous fait croire qu'on courra plus vite.
1. It makes us believing we run faster.
2. It makes us to believe we'll run faster.
3. It makes us believe we'll run faster.
Quel est le public cible ?
1. Which is the targeting public?
2. Who is the target audience?
3. Who is the target audition?
Tout est conçu pour nous.
1. Everything is designed for us.
2. Everything is designing for us.
3. All is designed for we.
Ce qui fait peur, c'est que ça marche.
1. The scared thing is that it works.
2. The scary thing is that it work.
3. The scary thing is that it works.
Il veut ces baskets maintenant.
1. I'm wanting those trainers now!
2. I want these trainer now!
3. I want those trainers now!
La pub te fait te sentir inférieur.
1. The ad makes you feel inferior.
2. The ad makes you feeling inferior.
3. The ad makes you to feel inferior.
Tu as fait réparer ton téléphone.
1. I had my phone repaired.
2. I made my phone repair.
3. I had repaired my phone by someone of.

Corrigé

Exercice 1

1. b) a target audience · 2. a) sponsored content · 3. b) want · 4. b) to wear · 5. b) Limited offer! · 6. b) Everything is designed for us. · 7. a) les contenus sponsorisés · 8. c) to persuade · 9. b) The scary thing is that... · 10. c) slang

Exercice 2

1. buy · 2. to · 3. believe · 4. audience · 5. designed · 6. used · 7. left · 8. content · 9. works · 10. offer

Exercice 3

1. c) What techniques are used? · 2. c) It makes you buy without thinking. · 3. a) They got a famous athlete to wear them. · 4. c) It makes us believe we'll run faster. · 5. b) Who is the target audience? · 6. a) Everything is designed for us. · 7. c) The scary thing is that it works. · 8. c) I want those trainers now! · 9. a) The ad makes you feel inferior. · 10. a) I had my phone repaired.