moral appeal

French translation: sens moral

09:36 Mar 24, 2019
English to French translations [PRO]
Marketing - Advertising / Public Relations
English term or phrase: moral appeal
Bonjour,
Moral appeal = An appeal in an advertisement or sales literature that is directed to the audience's sense of what is right and what is wrong.

Contexte : document traitant des techniques de communication dans la publicité.
Ce type de technique serait, selon le texte source, l'un des 3 "appels" principaux utilisés dans la publicité avec l'appel à la raison et l'appel aux émotions.
Je n'arrive pas à trouver de textes en français parlant de ces types d'appels et distinguant le "moral appeal" de "l'emotional appeal".

Si quelqu'un connaît l'équivalent en français, je suis preneur !




Merci,

Julien
Julien_Commun
French translation:sens moral
Explanation:
faire appel au sens moral
Selected response from:

Stéphanie Bellumat
Local time: 17:58
Grading comment
Selected automatically based on peer agreement.
4 KudoZ points were awarded for this answer



Summary of answers provided
3 +3sens moral
Stéphanie Bellumat
4l'attrait moral (or l'attraction morale)
Eliza Hall
3 +1appel aux valeurs
Anne Bohy
4 -2le charme moral/de la morale
Francois Boye


  

Answers


1 hr   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +3
sens moral


Explanation:
faire appel au sens moral

Stéphanie Bellumat
Local time: 17:58
Specializes in field
Native speaker of: Native in FrenchFrench
PRO pts in category: 44
Grading comment
Selected automatically based on peer agreement.

Peer comments on this answer (and responses from the answerer)
agree  Tony M: Not native in FR, so hardly really qualified to 'agree' — but this certainly seems to me to accurately reflect the source term, though of course requiring re-formulation as you suggest.
3 hrs

agree  Marjorie Gouzée: Contrairement à Tony M, je suis francophone et je confirme aussi: c'est tout à fait le sens et la formulation est correcte.
3 hrs

agree  Daryo: you need the whole of "appel au sens moral" for it to make sense, and to fit in the same list with "l'appel à la raison" and "l'appel aux émotions".
15 hrs
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3 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): -2
le charme moral/de la morale


Explanation:
my take

Francois Boye
United States
Local time: 12:58
Native speaker of: Native in FrenchFrench
PRO pts in category: 16

Peer comments on this answer (and responses from the answerer)
disagree  Tony M: I don't think that's at all the sense of 'appeal' here, and surely wouldn't work with Asker's other 2 qualifiers?!
17 mins

disagree  Daryo: where is "le charme" coming from??? Can't see how it could fit here + you made it about "morality being attractive" while the ST is about "attracting buyers using 'the moral argument'"
19 hrs
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5 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
l'attrait moral (or l'attraction morale)


Explanation:
"Appeal" in this sense is a marketing or economic term. Depending on context -- and we need more to be sure -- it either means a call to or call for (e.g., to customers), or an ability to attract.

Used with an indefinite article as an example ("This advertisement is an example of a moral appeal"), it's call (appel), as in an appeal for information. Virtually any other usage (for instance, "the marketing of this product is based on moral appeal"), it's attractiveness.

Assuming it means the ability to attract (customers or believers or adherents, etc.), in French it is commonly translated as attrait ("l'attrait d'un produit"), attraction or attractivité ("l'attraction commerciale" or sometimes "l'attractivité commerciale": the ability of a business, sales location, display, etc. to appeal to buyers).



Eliza Hall
United States
Local time: 12:58
Works in field
Native speaker of: English

Peer comments on this answer (and responses from the answerer)
neutral  Tony M: I'm familiar with all those usages, but how well do you see them working when used with Asker's 3 qualifiers? I'd be interested to hear your views?
3 mins

neutral  Daryo: feels too literal - however the ST is worded, it's not the appeal that is "moral", it's an abbreviated form to say that the selling is based on giving the buyer the feeling of "doing what's morally right" - not quite the same.
17 hrs
  -> Yes, it's clearly not the appeal itself that is moral. The appeal/call/attractiveness is to the buyer's desire to feel they're doing the morally right thing.

neutral  B D Finch: I think you are confusing the meaning of "having an appeal" (your interpretation) and "making an appeal" (what the source term means).
1 day 19 hrs
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23 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +1
appel aux valeurs


Explanation:
Pour conserver le terme "appel"...

Anne Bohy
France
Local time: 17:58
Native speaker of: Native in FrenchFrench
PRO pts in category: 20

Peer comments on this answer (and responses from the answerer)
agree  B D Finch
1 day 1 hr
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