Chanel’s perfume ads have long been celebrated for their sophisticated and classical visuals combined with minimal dialogue. Their commercials often resemble short films that highlight grace, mystery, and femininity, enhancing brand identity through indirect storytelling. A notable example is the campaign starring Nicole Kidman, blending romance, glamour, and subtle narrative.
Yves Saint Laurent “Parisienne” (2009)
Featuring Kate Moss, this edgy ad uses provocative imagery aligning with themes of romance and sensuality. It doesn’t explicitly promote product details but relies on strong visual and emotional appeal, embodying French advertising’s indirect style.
AIDS Awareness Campaign
Government-funded PSAs for AIDS testing employ strong yet respectful messaging. The announcements use straightforward but polite language to encourage testing and awareness, focusing on social responsibility and community health.
Contraceptive Use PSA
Contraceptive Use PSA – “La meilleure contraception c’est celle que l’on choisit” (“The best contraception is the one you choose”)
This TV commercial promotes a healthy, liberal attitude toward sex, emphasizing personal choice and responsibility without moralizing. It uses humor and approachable style, reflecting France’s open social discourse.
COVID-19 Social Distancing
COVID-19 Social Distancing Announcement (2020-2021): A grim but respectful government PSA urging social distancing, using sober tone and clear symbolic visuals. It relies on indirect appeal to collective responsibility rather than direct orders.
‘Touching’ French ad campaign highlights need for social distancing🇫🇷 A change in tone: The french government has launched a grim new public service announcement in response to a steep rise in #coronavirus cases in the country
Posted by FRANCE 24 English on Monday, September 14, 2020
Indirect Speech in French (le Discours Indirect)
A concise video lesson explaining how indirect speech works in French, highlighting verb tense changes and sentence structure adjustments:
Direct and Indirect Speech
Comprehensive guidance on distinguishing and using direct and indirect speech in French communication:
Subjects, Direct and Indirect Objects
TikTok video explaining the grammar structures involved in indirect communication in French:
Dior J’adore – Glamour and Femininity
The campaign portrays an elegant woman in luxurious settings, focusing on beauty and sophisticated aesthetics rather than explicit product features. The storytelling is fluid and symbolic, reinforcing perfume allure through indirect communication.
Anti-Smoking PSA
A well-known PSA visually contrasts life (a green plant) with smoking (ashtray-shaped vase), implicitly conveying smoking’s harm without blunt text. Found in public spaces like Hotel de Ville in Paris, it reaches diverse audiences through powerful imagery rather than explicit verbal warnings.