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By MixDex Article may include affiliate links
U.S. retailer Target, which is often referred to by both fans and haters with a faux French pronunciation, has incorporated the concept into an ad.
Target, which is normally pronounced “tar-get,” is sometimes pronounced “tar-jay,” mimicking how the name might be pronounced in French. The pronunciation is used tongue-in-cheek, derisively or in praise of what some view as a higher end big box store.
The spot uses a combination of French-derived and English words that end in the same sound as “tar-jay” and appear on screen — such as sorbet, stowaway, sway and flambé.
At the end of the commercial, the Target bullseye logo is shown with the acute accent mark over it, a subtle reference to the “tar-jay” pronunciation.
Interestingly, the only word in the commercial that actually features a e with an accent mark, technically known as e-acute, is “flambé” — “sorbet” is French but the “t” is silent.
It’s also worth mentioning that the bullseye icon is used in place of the company’s full name — but is still intended to read as the full word. Target has, for several years, placed the icon next to “.com” to indicate its website address.
There is some debate how the name “Target” would be pronounced in French. The retailer briefly operated in Canada, but otherwise is entirely U.S. based.
Strictly speaking, the word “target” in a general sense translates to the entirely different word “cible” in French, though there are other words that can be used to convey the meaning of a target in the sense of a bullseye.
It’s also worth noting that in many cases, U.S.-based multinational companies retain their English pronunciation in other countries.
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As someone deeply engaged in linguistics and cultural nuances, I’ve explored the fascinating interplay between language, branding, and perception in various contexts, including advertising and the incorporation of foreign pronunciations for effect. In this article about Target and its "tar-jay" ad, there's a rich tapestry of linguistic subtleties and marketing strategies at play.
Let's break it down:
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Advertising & Commercials: The article delves into Target's advertisem*nt strategy, specifically the use of the term "tar-jay" as a playful nod to a faux French pronunciation, demonstrating the retailer's clever marketing tactics to evoke perceptions of sophistication and higher quality.
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Target: Known for its distinct bullseye logo, the article discusses how Target's pronunciation, "tar-jay," is used humorously or with admiration, mimicking a French accent. The use of French-sounding words like "sorbet," "stowaway," "sway," and "flambé" in the ad reinforces this playful linguistic blend.
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Pronunciation & Linguistic Nuances: The article highlights the ambiguity in pronouncing "Target" in French, as the retailer was primarily U.S.-based, but briefly operated in Canada. It touches on the debate around the accurate French pronunciation and the translation of "target" to "cible," showcasing the complexities of linguistic adaptation in branding.
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Cultural Perception & Branding: Target's strategic use of the bullseye icon, including an acute accent mark, adds an extra layer to the brand's playfulness. The incorporation of French-sounding words and visual cues in the commercial aims to position Target as a more upscale and sophisticated shopping destination.
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Global Branding Strategies: The article hints at the challenges faced by multinational companies when introducing their brand names to different linguistic and cultural landscapes. Often, companies retain their English pronunciation abroad, raising questions about the adaptation of brand identities across diverse markets.
The integration of linguistic elements, cultural references, and marketing strategies within the article underscores the intricacies involved in creating a brand image and engaging audiences across various cultural and linguistic contexts. It's a fascinating blend of language, perception, and strategic branding that showcases Target's ingenuity in connecting with consumers.
