{"id":1538,"date":"2024-06-10T14:15:43","date_gmt":"2024-06-10T14:15:43","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=1538"},"modified":"2024-11-15T15:32:20","modified_gmt":"2024-11-15T13:32:20","slug":"2024-still-in-the-era-of-advertising","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/en\/the-sixth\/2024-still-in-the-era-of-advertising\/","title":{"rendered":"2024, still in the era of advertising"},"content":{"rendered":"\n\n<div data-logocolor=\"white\" class=\"cp-sixth-herobanner teq-container banner max-w-full relative pt-[98px]     \" >\n    <div class=\"teq-grid\">\n        <div class=\"col-span-24 mt-[140px] lg:mt-20 mb-10 cp-breadcrumb  font-shoene hidden lg:grid\">\n            <nav class=\"breadcrumb\">\n            <span><span><a href=\"https:\/\/dusens.group\/en\/\">Home<\/a><\/span><\/span>        <\/nav>\n    <\/div>\n    <\/div>\n    <div class=\"teq-grid\">\n        <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-3   my-auto\">\n            <div class=\"tags-share flex gap-4 items-center justify-between\">\n                <!-- Taxo Th\u00e8mes -->\n                <ul class=\"flex gap-4 font-semibold font-soehne text-xs taxos \">\n                                                                        <li class=\"uppercase square-before \">Impact<\/li>\n                                                                                                                    <li class=\"uppercase square-before \">News<\/li>\n                                                            <\/ul>\n\n                <!-- Share -->\n                <div class=\"share-wrapper white desktop-only flex gap-6\">\n                    <div class=\"share-part flex gap-1 cursor-pointer relative\">\n                        <div class=\"share-part-inner flex gap-1 items-center\">\n                            <div class=\"relative share-label-wrapper\">\n                                <p class=\"label-inner\">Share<\/p>\n                                <div class=\"share-list mt-3 mt-lg-0 height-100 absolute\">\n                                    <div class=\"flex gap-0 align-center\">\n                                        <a target=\"_blank\"\n                                            href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fdusens.group%2Fen%2Fthe-sixth%2F2024-still-in-the-era-of-advertising%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-facebook\">\n                                                <use xlink:href=\"#icon-facebook\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                    <\/div>\n                                <\/div>\n                            <\/div>\n                            <svg class=\"icon-share-white\">\n                                <use xlink:href=\"#icon-share-white\"><\/use>\n                            <\/svg>\n                        <\/div>\n                    <\/div>\n\n                    <div class=\"copy-url-part flex gap-1 items-center cursor-pointer\">\n                        <p class=\"copy-label anim-ltr white\">\n                            Copy URL                        <\/p>\n                        <p class=\"copied-label anim-ltr white\">\n                             Copied                        <\/p>\n                        <svg class=\"icon-copy-white\">\n                            <use xlink:href=\"#icon-copy-white\"><\/use>\n                        <\/svg>\n                    <\/div>\n                <\/div>\n            <\/div>\n\n                            <h1 class=\"font-signifier text-[40px] leading-[44px] lg:text-[56px] lg:leading-[64px] mt-6 lg:mt-7 title\">\n                    <p>2024, still in the era of advertising<\/p>\n                <\/h1>\n            \n            <!-- Desktop -->\n            <div class=\"hidden lg:flex gap-6  text-[16px] leading-[20px] my-6  \">\n                                    <span class=\"date\">\n                        24, June the 10th                    <\/span>\n                \n                <!-- Taxo reading-time  -->\n                                                            <div class=\"flex items-center gap-2 time\">\n                            <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                            <\/svg>\n                            3 min                        <\/div>\n                                    \n\n                                    <span class=\"author\">\n                        Marjolaine Avenoso                    <\/span>\n                            <\/div>\n\n                            <div class=\"description text-base lg:text-[20px] leading-[26px] lg:leading-[32px] font-soehne mt-6 lg:mt-0\">\n                    <p>In advertising today, some brands opt for highly commercial advertising, with a hammering of the message and slogan, a direct approach with no real storytelling. Others, on the other hand, like Intermarch\u00e9, rely on emotional communication with real storytelling, seeking to create a lasting bond with their audience that goes beyond simple conversion.<\/p>\n                <\/div>\n                    <\/div>\n\n            <!-- Mobile share modal -->\n            <div class=\"share-wrapper mobile-only flex gap-1 cursor-pointer relative mt-4 mb-2 items-center\">\n                <svg class=\"icon-share-white\">\n                    <use xlink:href=\"#icon-share-white\"><\/use>\n                <\/svg>\n                <p class=\"label\"> share <\/p>\n            <\/div>\n\n        <!-- <picture class=\"w-full h-auto lg:absolute opacity-0 lg:-bottom-[128px]\" -->\n        <div class=\"col-span-6 md:col-span-12 lg:col-[16_\/_span_8] py-6 lg:py-0\">\n                            <picture class=\"w-full h-auto\"\n                    style=\"\n                        mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-mask.svg);\n                        mask-repeat: no-repeat; mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-advertising.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-advertising.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-advertising.jpg\" alt=\"thumbnail-era-advertising\" \/>\n                <\/picture>\n                    <\/div>\n\n        <!-- Mobile -->\n        <div class=\"col-span-6 md:col-span-12 flex flex-wrap justify-between gap-6 text-[16px] leading-[20px] lg:hidden\">\n                            <span class=\"date\">\n                    24, June the 10th                <\/span>\n            \n            <!-- Taxo reading-time  -->\n                                                <div class=\"flex items-center gap-2 time\">\n                        <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                        <\/svg>\n                        3 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Marjolaine Avenoso                <\/span>\n                    <\/div>\n\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-7 lg:col-start-3 mb-6 lg:mb-0\">\n                                                                <div class=\"w-full mb-6 lg:mb-0\">\n                                \n<div class=\"cp-key-number bg-dazzling p-6 text-dark\" style=\"mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-bottom-mask.png); mask-repeat: no-repeat; mask-size: 100% auto;\">\n\n    \n            <div class=\"text-[24px] leading-[31px] font-semibold font-soehne\">\n            Some brands seek to create a lasting bond with their audience, to anchor values in people&#8217;s minds. Others, don&#8217;t aim to maintain a human connection with the public, but only to convert.        <\/div>\n    \n    <\/div>                        <\/div>\n                                    <\/div>\n                                    <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-12 \">\n                        <div class=\"sixth-wyswiwyg\">\n                            <p>When you see the TV ads for Carglass, Verisure and Vendez votre voiture.fr, you can&#8217;t help but bristle with weariness.<\/p>\n<p>The companies use the codes of advertising from the 90s, with a hammering of messages and their frequency.<\/p>\n<p>This type of advertising is a far cry from what we&#8217;re used to seeing: TV spots that tell stories, convey emotions, use humor, drama, the absurd&#8230; In short, commercials with a minimum of storytelling.<\/p>\n<p><strong>Let&#8217;s take a look at the retail market.<\/strong><\/p>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n                <\/div>\n\n<div id=\"block_7b4dcb2084c34e1e2df369c0afbc3b32\" class=\"cp-img teq-container    \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-6 md:col-span-20 md:col-start-3\">\n            <div class=\"img-wrapper relative\">\n\n                                    <picture class=\"width-100\">\n                        <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-era-advertising-mobile.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-era-advertising.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-era-advertising.jpg\" alt=\"illustration-era-advertising\" \/>\n                    <\/picture>\n                \n                \n            <\/div>\n                    <\/figure>\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <h2>Storytelling to tell sales arguments<\/h2>\n<p><strong>Intermarch\u00e9<\/strong>, for example, has been using storytelling to convey emotions in its campaigns for many years. We find <strong>the same approach at Aldi<\/strong>. With its brand strategy and platform focused on &#8220;the new consumer&#8221;, Aldi delivers two key messages that are purely pragmatic: low-cost, committed products. All of this is told in a <a href=\"https:\/\/www.youtube.com\/watch?v=7otkmVUXjlE&amp;ab_channel=ALDIFrance\" target=\"_blank\" rel=\"noopener\">world of fairy-tale identity codes<\/a>.<\/p>\n<p>A strategy that seems to have proved its worth in terms of memorability, since <strong>Aldi is in 7th place in the ranking of brands that the French talked about most with their friends and family in 2023<\/strong> (<a href=\"https:\/\/fr.yougov.com\/consumer\/articles\/48207-bilan-2023-des-super-et-hypermarches\" target=\"_blank\" rel=\"noopener\">YouGov study carried out with BrandIndex at the end of 2023<\/a>).<\/p>\n<h2>Direct communication for memorization<\/h2>\n<p>E. Leclerc takes a completely different approach to its communications. With its advertising spots featuring clear, concise slogans such as &#8220;<a href=\"https:\/\/www.youtube.com\/watch?v=oXaedBIwfXE&amp;ab_channel=ELeclercFrance\" target=\"_blank\" rel=\"noopener\">When you know who&#8217;s the cheapest, why go anywhere else?<\/a>&#8220;. The YouGov study cited above also shows good performance: E.Leclerc is the brand with the strongest growth in terms of advertising recall in 2023. It is also one of<strong> the top 10 brands that the French talked about most with their friends and family<\/strong> in 2023.<\/p>\n<h2>So, what&#8217;s the winning strategy?<\/h2>\n<p>It can&#8217;t be said that purely commercial advertising has no identity. This positioning is a bias, and the hammering of the slogan is a form of identity affirmation.<\/p>\n<p>So what&#8217;s the best recipe for engaging the public, and how do you choose? Storytelling, as Intermarch\u00e9 does so well, or straight to the point, as Leclerc does? It all depends on the brand&#8217;s objectives. Some seek to create a lasting bond with their audience, to anchor values in people&#8217;s minds by touching their hearts. Others rely on more direct approaches to engage audiences in resolving practical needs.<\/p>\n<p>Leclerc, a brand with a strong commitment to fair and accessible consumption, opts for pragmatic TV slogans and advertising, highlighting fair prices and commitment. This approach aims to appeal to a consumer target particularly sensitive to purchasing power. Conversely, Intermarch\u00e9 relies more on emotional communication, highlighting its local roots and support for French producers through federative advertising stories.<\/p>\n<p>These two approaches &#8211; emotional and pragmatic &#8211; correspond to different but complementary strategies for supermarket chains. They make it possible to reach a variety of targets, adapting to their respective expectations and consumer codes. The key lies in the coherence between the brand&#8217;s positioning and the tone of its communication, in order to sustainably engage its audiences.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div data-logocolor=\"white\" class=\"cp-interested teq-container full-screen bg-dark text-white pt-[120px] pb-[160px]    \" >\n\n    <div class=\"teq-grid gap-y-8 lg:gap-y-0\">\n\n                    <div class=\"col-span-6 md:col-span-12 lg:col-span-24 lg:col-start-2 title font-soehne font-semibold text-[40px] lg:text-[80px] leading-none\">\n                <p>You will also<br \/>\nbe interested<\/p>\n            <\/div>\n        \n                                    \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-2 lg:mt-[72px] relative card\"  href=\"https:\/\/dusens.group\/en\/the-sixth\/semantic-developments-linguistic-appropriation-of-populations\/\">\n              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srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-semantic-developments-linguistic-appropriation-of-populations-mob.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-semantic-developments-linguistic-appropriation-of-populations.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-semantic-developments-linguistic-appropriation-of-populations.jpg\"\n                                    alt=\"thumbnail-semantic-developments-linguistic-appropriation-of-populations\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-9 lg:mt-[150px] relative card\"  href=\"https:\/\/dusens.group\/en\/the-sixth\/l-o-e-w-e-do-you-have-it\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Business                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    Short                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>L-O-E-W-E, do you have it?<\/p>\n                            <\/div>\n                  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srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/COVER-news-the-french-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/COVER-news-the-french-desktop.jpg\"\n                                    alt=\"COVER-news-the french-desktop\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                        <\/div>\n     \n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"template":"","format":[161],"themes":[56],"reading-time":[168],"class_list":["post-1538","the-sixth","type-the-sixth","status-publish","hentry","format-news","themes-impact","reading-time-3-min"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2024, still in the era of advertising - Dusens Group<\/title>\n<meta name=\"description\" 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