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support

English translation: Material

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
French term or phrase:support
English translation:Material
Entered by: Helene Tammik

10:29 Aug 25, 2018
French to English translations [PRO]
Bus/Financial - Advertising / Public Relations
French term or phrase: support
The context here is advertising and specifically a campaign involving shopping centres (customer loyalty scheme, that sort of thing), i.e. not so much TV (or online video) advertising, more like a whole "scheme" with various channels.

A - "L'optimisation constante de l'advertising book (ANNEXE E) et des guidelines sont clés afin de déployer de manière efficace la campagne et d'être cohérent sur tous les supports."

B - "Les déclinaisons et adaptations de supports de communication nécessaires demandées par le centre à partir des masters, visuels et charte réalisés par XXX,"

C - "la détermination des axes de communication et des supports :"

D - "Cette cession est effectuée pour tout support et tout média, pour la durée légale de la protection de la propriété intellectuelle et pour le monde entier."

E - "Le droit de reproduction inclut notamment le fait de reproduire ou faire reproduire les créations de l'Agence en tout ou partie sur tous supports, par tous moyens connus ou inconnus à ce jour, sans limitation de tirage, et notamment sur des photographies, cartes postales, ouvrages d'imprimerie, maquettes, dessins à vocation promotionnelle, commerciale ou muséale et par tout mode de communication analogique ou numérique, support informatique, optique ou numérique, sur tout réseau en ligne ou de télécommunication, audiovisuel, multimédia."


F - "Il est toutefois entendu que les droits sur les marques et tout élément distinctif de l'Annonceur seront acquis au nom et pour le compte de l'Annonceur en totalité, pour tous médias et support, pour la durée légale de protection des droits de propriété intellectuelle et pour le monde entier."

G - "Liste des 50 supports"

H - "Cette étape est clé afin de déployer de manière efficace la campagne sur les 24 centres du périmètre en 2014 et d'être cohérent sur tous les supports."

The "obvious" choice is "medium/media". But extracts E and F show a differentiation between "support" and "média".

I wondered whether the EN advertising industry perhaps uses the EN word "support" and did a bit of searching on these lines. It doesn't appear so, though someone with industry experience might correct me on that ...

My general feeling is that it should be translated as "medium/media", and I then think "média" might be translated as "media channel": I've got a feeling that when they talk of "média" they mean TV / radio / online video channels, that kind of thing, though I'm not sure.

I do have a doubt about "medium" pl. "media" though, particularly looking at extract G, for example: a "list of 50 media". Somehow this doesn't feel right.
Mpoma
United Kingdom
Local time: 20:13
Material
Explanation:
I would tend to go for variations on this - publicity material, printed material, promotional material, etc., depending on each individual context.

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Note added at 1 day 18 hrs (2018-08-27 05:19:42 GMT)
--------------------------------------------------

For G, you could mix’n’match with Thomas Miles’ suggestion and say: “a list of the 50 formats of advertising material”.

Or perhaps simply “a list of the 50 advertising formats” would be better?
Selected response from:

Helene Tammik
Local time: 21:13
Grading comment
thanks... really helped
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +3Material
Helene Tammik
3 +1format
Thomas Miles


  

Answers


1 hr   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +1
format


Explanation:
I'll leave it up to your judgement based on the particular text, but sometimes 'format' matches 'support' quite nicely.

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Note added at 1 hr (2018-08-25 11:46:58 GMT)
--------------------------------------------------

This avoids issues with 'material' when referring to digital/online channels.

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Note added at 1 hr (2018-08-25 11:49:04 GMT)
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Obviously 'sur [+ support]' then becomes 'in' or 'for'.

Thomas Miles
France
Local time: 21:13
Works in field
Native speaker of: Native in EnglishEnglish

Peer comments on this answer (and responses from the answerer)
agree  Kevin Oheix: In addition to media and material.
1 hr
Login to enter a peer comment (or grade)

11 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +3
Material


Explanation:
I would tend to go for variations on this - publicity material, printed material, promotional material, etc., depending on each individual context.

--------------------------------------------------
Note added at 1 day 18 hrs (2018-08-27 05:19:42 GMT)
--------------------------------------------------

For G, you could mix’n’match with Thomas Miles’ suggestion and say: “a list of the 50 formats of advertising material”.

Or perhaps simply “a list of the 50 advertising formats” would be better?

Helene Tammik
Local time: 21:13
Specializes in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 15
Grading comment
thanks... really helped
Notes to answerer
Asker: Thanks... an interesting suggestion, a suggestion with legs. But, for extract G, are we going to say "A list of the 50 materials" ? Maybe we are... I'm being slightly tongue-in-cheek, because you don't have the text devant les yeux : you must feel really deprived. Sigh. Marketing nonsense-speak. Our bread and butter.


Peer comments on this answer (and responses from the answerer)
agree  Philippa Smith: Hi Helene!! I often use "tools" for "supports" in this sort of context, but I think the slighty legelese tone here makes "material" a better option.
20 mins
agree  Jackie Doble: agree, except that there is a support associated with informatique, which is probably 'media' in this case
22 mins
agree  B D Finch
2 hrs
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