{"id":463,"date":"2020-06-29T10:28:30","date_gmt":"2020-06-29T10:28:30","guid":{"rendered":"https:\/\/musicrightsclearance.com\/adapter-votre-pub-au-public-cible-et-la-musique-aussi\/"},"modified":"2020-08-24T18:54:21","modified_gmt":"2020-08-24T18:54:21","slug":"adapter-votre-pub-au-public-cible-et-la-musique-aussi","status":"publish","type":"post","link":"https:\/\/musicrightsclearance.com\/en\/adapter-votre-pub-au-public-cible-et-la-musique-aussi\/","title":{"rendered":"Tailor your ad to the target audience \u2013 and the music too!"},"content":{"rendered":"<p>We recently came across this Infopresse article presenting an analysis by Mathieu B\u00e9dard, president of Camden, and copywriter Susannah Rubin dealing with the need for advertisements to be tailored to their target audience or \u2013 at the very least \u2013 target culture. Often if an advertisement is first designed for a particular market (let\u2019s take the Canadian anglophone market as an example) and is afterwards presented on another market (the francophone Quebec market, say) some people will be quick to simply translate the voiceovers \u2013 and the deal is done!<\/p>\n<p>But adaptation is frequently not just a matter of language but more than anything a question of culture. Adaptation of concepts, whether through the choice of actors, cultural references or language, sometimes comes (regrettably) late in the game \u2013 meaning the last thing of all, resulting in spectacular failures or missed opportunities.<\/p>\n<p>This is a consideration that we often share with our clients \u2013 some agencies even ask us now and then to show them an argument so that they can explain in greater detail to their client how it is that a song that doesn\u2019t speak to their target or that isn\u2019t (even) in the same language as their target\u2019s could substantially harm their campaign and, ultimately, their image. So, as the analysts emphasize in their article, \u201cwhy not take advantage of the opportunities offered us by segmentation precisely to heighten the emotional connection with a maximum of potential clients?\u201d Obvious to them, and to us too. After all, a song or a campaign featuring artists and references that echo a collective imagination remains the way to evoke emotions and, even better, to stimulate the engagement of an audience. That\u2019s what our clients and partners behind this Provigo ad understood when they asked us to find a Quebec song for the French-language version of their spot broadcast in the province:<\/p>\n<div class=\"epyt-video-wrapper\">\n<div  id=\"_ytid_83852\"  width=\"480\" height=\"270\"  data-origwidth=\"480\" data-origheight=\"270\"  data-relstop=\"1\" data-facadesrc=\"https:\/\/www.youtube.com\/embed\/m_V5a9iAeYs?enablejsapi=1&#038;list=PLSJuA87AzWh06cCgMCVkukp40LR-v6&#038;autoplay=0&#038;cc_load_policy=0&#038;cc_lang_pref=&#038;iv_load_policy=1&#038;loop=0&#038;rel=0&#038;fs=1&#038;playsinline=0&#038;autohide=2&#038;theme=dark&#038;color=red&#038;controls=1&#038;disablekb=0&#038;\" class=\"__youtube_prefs__ epyt-facade epyt-is-override  no-lazyload\" data-epautoplay=\"1\" ><img decoding=\"async\" data-spai-excluded=\"true\" class=\"epyt-facade-poster skip-lazy\" loading=\"lazy\"  alt=\"YouTube player\"  src=\"https:\/\/i.ytimg.com\/vi\/m_V5a9iAeYs\/maxresdefault.jpg\"  \/><button class=\"epyt-facade-play\" aria-label=\"Play\"><svg data-no-lazy=\"1\" height=\"100%\" version=\"1.1\" viewBox=\"0 0 68 48\" width=\"100%\"><path class=\"ytp-large-play-button-bg\" d=\"M66.52,7.74c-0.78-2.93-2.49-5.41-5.42-6.19C55.79,.13,34,0,34,0S12.21,.13,6.9,1.55 C3.97,2.33,2.27,4.81,1.48,7.74C0.06,13.05,0,24,0,24s0.06,10.95,1.48,16.26c0.78,2.93,2.49,5.41,5.42,6.19 C12.21,47.87,34,48,34,48s21.79-0.13,27.1-1.55c2.93-0.78,4.64-3.26,5.42-6.19C67.94,34.95,68,24,68,24S67.94,13.05,66.52,7.74z\" fill=\"#f00\"><\/path><path d=\"M 45,24 27,14 27,34\" fill=\"#fff\"><\/path><\/svg><\/button><\/div>\n<\/div>\n<p>If globalization sometimes seem to \u201cunify\u201d or transcend cultures, uniqueness and differences are perhaps that much more critical \u2013 and not only can attempting to understand those differences the better to address them bring a brand closer to its consumers; these are elements that are necessarily reflected in a culture and that will reach the targeted population \u2013 and what better example than that of music! Isn\u2019t speaking the same \u201clanguage\u201d as one\u2019s audience the most effective way to be heard?<\/p>\n<p>Of course, certain references can be the same for a number of groups, but we have to pause to reflect, and as early in the process as possible, to find the best ways to reach, to engage, and to make ourselves heard by the consumers we are addressing \u2013 and inevitably, the culture and their distinctions are to be taken into account. Clearly, to avoid falling into the prejudice trap, you have to join forces with people who understand the culture to learn about its workings and use them respectfully.<\/p>\n<p>Think about it: does it make more sense to use a song in English in an ad intended for French-speaking Quebecers? Obviously the concept will support your choice, but that choice deserves to be carefully considered and reflected on, and be perfectly in synch with all the elements of your<br \/>\ncampaign, audience included!<\/p>\n<p>When in doubt, or if you have questions on these issues of cultural adaptation \u2013 and above all about which music might best resound with your audience \u2013 then call on us.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We recently came across this Infopresse article presenting an analysis by Mathieu B\u00e9dard, president of Camden, and copywriter Susannah Rubin dealing with the need for advertisements to be tailored to their target audience or \u2013 at the very least \u2013 target culture. Often if an advertisement is first designed for a particular market (let\u2019s take [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":464,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[90,91,92],"class_list":["post-463","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-music-supervision","tag-music-search","tag-finding-the-right-music"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tailor your ad to the target audience \u2013 and the music too! - Music Rights Clearance<\/title>\n<meta name=\"description\" content=\"Learn how to tailor your advertising to your target audience, including music selection. 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