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Glossary entry

French term or phrase:

désamorcer

English translation:

to play-down / minimise / offset

Added to glossary by ormiston
Jul 3, 2008 14:03
15 yrs ago
3 viewers *
French term

désamorcer

French to English Art/Literary Marketing marketing advice about beer packaging
Auprès des femmes, désamorcer le caractère potentiellement distant et masculin de la bouteille

any ideas ? the glossary cites 'diffuse' (!!) instead of defuse, but there must be something more appropriate here (prempt /forestall ?)
Proposed translations (English)
3 +3 to play-down (in this context)
4 +1 soften
4 eliminate / change / remove / alter / modify
3 to ban once and for all the idea that ...
3 Neutralize
3 to get away from / shake off / disassociate

Discussion

Dave 72 Jul 4, 2008:
Hi Ormiston- thanks, just read your note regarding "offset", and think it would be absolutely fine to take it from up your sleeve and use it in this context! And maybe even "counterbalance" would fit...liked a lot of the other answers too!
ormiston (asker) Jul 4, 2008:
most of your suggestions point in the direction I hoped - just one last thing; I had 'to offset' up my sleeve. Any reactions ?
Dave 72 Jul 3, 2008:
sorry- forgot to include the "distant" bit in the sentence
Dave 72 Jul 3, 2008:
Hi ormiston- sorry, I unposted "divest" as I wasn't sure about it! You could perhaps say "to divest the product/bottle of its potentially masculine character/associations....maybe
ormiston (asker) Jul 3, 2008:
note to Dave (why can't I put this below?!) your (now hidden) 'divest' sounded nice but as you maybe saw the prob is how to work it into the sentence.

Proposed translations

+3
18 mins
Selected

to play-down (in this context)

Maybe

--------------------------------------------------
Note added at 21 mins (2008-07-03 14:24:26 GMT)
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Thinking that they are intending to play down the association of the product with men

--------------------------------------------------
Note added at 24 mins (2008-07-03 14:27:37 GMT)
--------------------------------------------------

Or "minimise"....not sure

--------------------------------------------------
Note added at 26 mins (2008-07-03 14:29:46 GMT)
--------------------------------------------------

Or maybe "counteract".....
Peer comment(s):
agree Jean-Claude Gouin : I like "to play-down" and "minimise" ...
34 mins
Thanks, 1045!
agree Emma Paulay : All good ideas
2 hrs
Thanks, Emma!
agree HeatherR : "Minimise" is my preference.
3 hrs
thanks, jill
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "and thanks to all"
3 mins

to ban once and for all the idea that ...

*
Something went wrong...
7 mins

Neutralize

I think this is the general idea.
Something went wrong...
11 mins

eliminate / change / remove / alter / modify

some suggestions
Something went wrong...
+1
1 hr

soften

"to soften an image"

I think this fits well in your context.
Peer comment(s):
agree Sheila Wilson : Although why 'women' and 'soft' always go together is a mystery to me
45 mins
thanks Sheila ! I know what you mean!
Something went wrong...
22 hrs

to get away from / shake off / disassociate

to get away from / to shake off the bottle's potentially masculine image

to disassociate the bottle from its potentially masculine image
Something went wrong...
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