jeu

English translation: idea

17:46 Dec 6, 2011

French to English translations [PRO]
Marketing - Marketing / Market Research / Research report about a major beer brand

French term or phrase: jeu

Focus groups have been presented various ads. The series here shows the bottle of beer in incongruous places (e.g. inside someone's breast pocket). I can't think of how you would describe this sort of 'ploy' / play / 'astuce'....

Le jeu avec la bouteille est trop ténu et inégal entre les affiches pour être jugé original/ humoristique et créer une véritable signature XXX
....
Le jeu avec les éléments (enceintes, disque, casque, veste) est davantage au service du moment de consommation que de la bière elle-même

ormiston KudoZ activity Questions: 275 (3 open) (6 without valid answers) (1 closed without grading) Answers: 2369
Local time: 15:39

English translation:idea

Explanation:
It's the focus group talking about ideas.

Selected response from:

jasonwkingsley
United States
Local time: 15:39

Grading comment

this (and Rachel's 'the one') worked OK but it eclipses the 'clever juxtaposition' slant. I toyed with 'trick'/gimmick' but it sounded pejorative.
3 KudoZ points were awarded for this answer

Summary of answers provided

4 +4

idea

jasonwkingsley

4 +2

trick

Lara Barnett

4 +1

Using the ... (in the sense of "tactics")

MatthewLaSon

playing with...

Gabriella Bertelmann

turn it upside down; playing off

Bourth (X)

gimmick

Verginia Ophof

Discussion entries: 2

Answers

17 mins confidence:

peer agreement (net): +4

jeu (here)

idea

Explanation:
It's the focus group talking about ideas.

jasonwkingsley
United States
Local time: 15:39
Works in field
Native speaker of: English
PRO pts in category: 7

Grading comment

this (and Rachel's 'the one') worked OK but it eclipses the 'clever juxtaposition' slant. I toyed with 'trick'/gimmick' but it sounded pejorative.

37 mins confidence:

jeu (here) playing with...

Explanation:
paying ... display (here)

Gabriella Bertelmann
Local time: 15:39
Works in field
Native speaker of:

English,

German

1 hr confidence:

peer agreement (net): +2

trick

Explanation:
"Trick
1. a crafty or underhanded device, maneuver, stratagem, or the like, intended to deceive or cheat; artifice; ruse; wile.
2. an optical illusion: It must have been some visual trick caused by the flickering candlelight.
3. a roguish or mischievous act; practical joke; prank: She likes to play tricks on her friends.
4. ... "
http://dictionary.reference.com/browse/trick

Lara Barnett
United Kingdom
Local time: 14:39
Specializes in field
Native speaker of:

English
PRO pts in category: 11
1 corroborated select project
in this pair and field

4 hrs confidence:

turn it upside down; playing off

Explanation:
(but make sure you drink the beer first).

How about turning all these instances on their heads and simply avoiding the word jeu? For example:

Les jeux avec la bouteille sont inégaux entre les visuels could become "The graphic concepts with bottles (in odd/unusual/incongruous places) are not consistently of the same quality".

"Playing off (one thing against another)" might work, depending on what is actually shown, as in "Playing bottles off against other, unrelated objects (bottle in breast pocket instead of a handkerchief,", whatever the business is with discs, speakers, helmet, and jacket, etc.

Bourth (X)
Local time: 15:39
Native speaker of:

English
PRO pts in category: 85

4 hrs confidence:

gimmick

Explanation:
Finding a successful gimmick for an otherwise mundane product is often an important part of the marketing process.

Example sentence(s):

In marketing language, a gimmick is a unique or quirky special feature that makes something "stand out" from its contemporaries.

Reference: http://en.wikipedia.org/wiki/Gimmick

Verginia Ophof
Belize
Local time: 07:39
Specializes in field
Native speaker of: English
PRO pts in category: 8

9 hrs confidence:

peer agreement (net): +1

Using the ... (in the sense of "tactics")

Explanation:
Hello,

Although you could use "tactic" (perfect marketing speak), perhaps just saying "using" would sound most natural here, considering how this particular phrasing/context.

In example #1:

Using the bottle would be too subtle...

jeu = tactic (more literal) = using

I hope this helps.

--------------------------------------------------
Note added at 11 hrs (2011-12-07 05:42:15 GMT)
--------------------------------------------------

"Tactic" is what would be meant by using the gerund "using" here LOL. "Tactic" seems a little over the top, but very possible here. "Using" seems to "faire l'affaire", comme on dit en français...

--------------------------------------------------
Note added at 1 day2 hrs (2011-12-07 20:27:33 GMT)
--------------------------------------------------

Or perhaps "manipulation of the bottle/elements" ....not sure...(may be less generic and marketing speaking-sounding. At any rate, I still think that "using" is sweet and simple and does the trick.

MatthewLaSon
Local time: 09:39
Native speaker of:

English
PRO pts in category: 58

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English translation: idea

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