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Finalproject france
- 1. French Advertising &BrandingAlexandra Irizarry
- 2. “…but for uswhat remains most important is still the image of a product, not the product itself.” - GérardPirès (French advertising director) According to dictionary.com Advertising is “the act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.”
- 3. Advertising LawsAll advertisingof the devices to children under 12 is to be prohibited under the legislation, announced by the Environment Minister, Jean-Louis Borloo, last week, and he will also take powers to ban the sale of any phone designed to be used by those under six.The LoiToubon is specifically for the media to ensure they were using the French language over foreign vocabulary.The Royer Act of 1973 prohibits any advertising containing false or misleading allegations, indications, or presentations in any medium.Le Bureau de Vérification de la Publicité is made up of advertisers, advertising agencies, media, and related organizations. It regulates advertising in five ways: (1) issuing guidelines, (2) offering legal advice when requested by advertisers and agencies, (3) monitoring claims made in advertising media, (4) reviewing all television commercials before they are aired, and (5)receiving and investigating consumers' and competitors' complaints about specific advertising.
- 4. Characteristics/StyleIn a 1993study of French advertising creative directors, four characteristics emerged from a series of qualitative interviews that describe the essence of the French approach to advertising. The four characteristics are : la séduction, le spectacle, l'amour, and l'humour.La séduction: The French verb "seduire" does not always carry the same connotation as the English word "seduce." One meaning of "seduire" is to "lure to sexual intercourse," but more commonly it means to tempt, to fascinate, to attract, to charm, or to entice. A good French advertisement is one that tempts the consumer with its offering.Le spectacle: "Spectacle" incorporates the meanings of sight, an attraction, a show, a play, a story, a lavish production, high production values. A good French ad is one that has the drama, the entertainment value, the production values, and the excitement of the theatre.L'amour: Romance and innuendo are integral parts of French culture and as such form an integral part of French advertising. A slogan such as "the coffee of desire" (un café nommédésir) brings together two cultural expectations for advertising: (1) romantic notions should be expressed or alluded to whenever possible and (2) advertising should not focus on product functions.L'humour: Humor is central to French advertising. It may take the form of ribald approaches that may be shocking to Americans or the humor expressed in the playful use of words and amusing associations.© http://web.utk.edu/~retaylor/FRENCH.HTM
- 5. Television AdvertisingThe counseilsuperieurde l’audiovisuel allowed up to 9 minutes of advertising per hour on average in a day. Private channels could only broadcast one commercial break if the show is less than an hour and two commercial break if the show is more than an hour. For public channels, the advertising is forbidden after 8 p.m. thanks to President Nikolas Sarkozy.Les Pubs, as the French referred them, did not appear in France until 1968, way after America’s first ads in the 1940s. France was the last industrialized western country to introduce commercials.
- 6. “Come As YouAre.” McDonald’s released an Ad on homosexuality specifically to air in France only. "We wanted to show society the way it is today, without judging. There's obviously no problem with homosexuality in France today," Nathalie Legarlantezec, a McDonald's spokesperson, told French Media.
- 7. Print Advertising“La Presse”was the first French newspaper to include paid advertising in June 1936.Evin law, passed in 1991, which limits the advertising of alcoholic drinks but only to the press, the radio and on posters.Among the recent successes of the anti-alcohol brigade was the conviction last Christmas of Le Parisien newspaper for breaching the Evin law with an editorial supplement on champagne. The newspaper argued, in vain, that its articles did not promote alcohol. Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers.
- 8. “We stress sexand wit in our ads because that’s our culture. Advertising is about presenting an idealized view of its audience. And this is who we would like to think we are.” - Stéphane Martin, director of French union for television advertisements
- 9. Internet AdvertisingThe Heinekenbeer company was forced by the ruling last February to block French access to its corporate site. Since then, some of the biggest drinks brands have shut out French visitors for fear of prosecution.British and French consumers are the most susceptible to online marketing and advertising according to a new pan-European survey.French ad retargeting startup Criteo has said that it's on a $200 million revenue run-rate by retargeting products you have previously looked at but didn’t purchase, onto ads of other pages you look at in order to get you to click, and by the product.
- 10. Outdoor AdvertisingFrance hasbanned all alcohol advertising on television and billboard.Paris city council decided to restrict the largest authorized size of advertising panels to eight square meters down from 12 square meters, Outdoor panel operators will have to replace their current panels with new, smaller ones. This also forces panel owners to leave a distance of at least 25 meters between them.
- 11. BrandingThe American MarketingAssociation (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
- 12. Branded content creationserves several purposes: customer entertainment, stealth advertising and social engagement. Brands that excel at this take branded content a step further, making it a tool that bloggers and other online magazines can use for their websites.
- 13. Internet-In 2010, LouisVuitton created Nowness. They succeeded in telling the story they wanted to tell through the people who contributed to it in writing, photography and film, not directly as a brand itself. Ruth Staiman, a luxury marketing expert explained "The brand's first venture into branded content came in print in the late 1990s with the City Guides - small volumes of exclusive tips for the Louis lifestyle. City Guide 2011 debuted on Nownesswith whimsical YouTube videos touring Paris, New York City and Berlin. And the Art of Travel video on Louis Vuitton's YouTube channel lets anyone experience the Louis Vuitton lifestyle. Club Monaco's Culture Club created a blog for their branding that features the people, places and things that inspire its staff and friends. The designs change every month, as do the featured contributors.
- 14. The Art ofTravel by Louis Vuitton
- 15. MobileNet-A-Porter Magazine's appfor the iPad and iPhone has one of the best shopping mobile apps available. the Net-A-Porter app, lets users watch exclusive video content including runway shows and interviews, share product suggestions via social networks and share feedback about their shopping experience. Hamilton South, founding partner of HL Group, a strategic marketing and media consultancy, said of Net-A-Porter's branded mobile content "I have a tremendous amount of respect for Net-A-Porter's success; they know their customer extraordinarily well. They consistently engage her via editorial content that is expertly mixed into the e-commerce landscape, a strategy they largely pioneered.
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