Haiti

Capucine

Olivier

2nde2                  

DST du 23 Mars

ANGLAIS

COMPREHENSION :

1. Who are the “new gods “?

The “new gods” are the brands.

1. Match each paragraph with the sentence corresponding to its meaning.

Paragraph 1:  

Brands are everywhere in our lives.

1. Read the first sentence again .The different products and places bearing brand names are presented in a specific order. Explain why?

The different products are placed in the order a normal person would use them in the morning. They’ll start by brushing their teeth with toothpaste, then get dressed and put underwear on and so on. They finished by talking about the bag of croissants that the person would eat for breakfast. They want to show here that brands are everywhere.

1. The journalist uses the newly coined word “brandscape”. From what original word is it created and what does the new one mean?

It’s created from the word “brand” and probably the word “landscape”. The new one referred to the range of brands available in the market but also to the huge number of brands that are now part of our environment.

Paragraph 2:

Brands can trigger passionate reactions.

1. What two reasons justify anti-corporate demonstrations in high streets?

Anti-corporate demonstrations in high streets make for great media coverage and symbolize the movement’s critique of global capitalism.

Paragraph 3

Brands are worth millions: most of a company’s wealth lies in its image.

1. Pick out the expressions corresponding to:

1. Factories and their value: physical assets
2. Brands and what they represent: reputation

Which are worth more: factories or brands? Why?

Brands are worth more than factories. Indeed, brands represent huge power. They are worth a lot of money when nowadays the factories represent a small fraction of the brand value.

Paragraph 4: 

In uncertain times, brands bring familiarity, trust and see a sense of belonging.

1. Select the words which characterize our relationship to brands or our perception of them; complete the list: trust _ credibility _ affection_loyalty_succesfull_quality

Paragraph 5:

With brands, we buy attitude: product is secondary.

1. What is the new marketing approach focused on? Promoting a product or building an image? Justify by quoting the text.

The new marketing approach focuses on building an image rather than promoting the product. “ Brands are no longer simply about the qualities of the product or service they sell, they are promoted as a set of values, a philosophy, even an ideology.” L60

Paragraph 6:

Brands try to compensate for companies’ wrongdoings by devoting company profits to social improvements.

1. In what way can big companies be called: Explain.

1. Philanthropic:

Big companies can be called philanthropic in a way because brands can sometimes take on good causes and therefore earn money for them. Thanks to brand visibility, they can also bring awareness to the subject.

b) Opportunistic:

Unfortunately, some companies use this morally and socially legitimacy to fool people into thinking that the brand is a responsible institution. Then they can hide to the audience the downsizing, the sweatshop wages, and the environmental waste…

 10) Translate:

1. Le meilleur atout pour une marque c’est de jouir d’une bonne réputation.

The best asset for a brand is to benefit from a good reputation.

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