E.Leclerc Radio Spot (old): sept mille

The above audio sample and transcription is from an E.Leclerc ad spot. We do not own the content. We are not paid for this content, it is for educational purposes.

seven thousand

I was in the car the other day and an E.Leclerc ad came on, followed shortly by a Carrefour. It was a lot of numbers and a lot of speech. All in a short amount of time. Try it today.

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The snippet in English

Find a translation of this snippet here, how much of this did you hear?

The above translation from Deepl. Source

What does “E.Leclerc” mean?

E.Leclerc is a major French supermarket chain, pronounced [uh luh-CLAIR]. Founded in 1949 by Édouard Leclerc, it’s known for low prices, consumer advocacy, and access to culture.

It’s widely used for everyday shopping—groceries, books, electronics, fuel—especially in suburban/rural areas. Leclerc promotes itself as defending pouvoir d’achat (buying power), often with anti-tax or pro-local messaging.

Culturally, it’s practical, no-frills, and proudly French—seen as affordable, not chic, but respected. Many stores include Espace Culturel, reinforcing its “value + culture” brand.

What does “bidon” mean?

Bidon has several meanings in French, depending on context—some literal, some slang.

1. Literal: container / can / jug – Refers to a metal or plastic container, often for liquids like fuel, water, or oil.
Un bidon d’essence (A gas can)

2. Slang: fake / phony / useless – Used to describe something phony, rigged, or meaningless—a lie, a set-up, or something with no real value.
C’est complètement bidon. (That’s totally fake / worthless.)

3. Body slang: belly – Casual and slightly teasing—less harsh than ventre but still informal.
Il a un gros bidon. (He’s got a big belly.)

Obviously in this ad it’s the 1st literal meaning.

What does “dont” mean?

Dont is a relative pronoun in French, usually translated as whose, of which, or including. It links a main clause to a dependent clause that requires “de”.

1. Whose / of whom / of which
J’ai rencontré une femme dont le fils est médecin. (I met a woman whose son is a doctor.)
Voici un livre dont je t’ai parlé. (Here’s the book I told you about.) (parler de quelque chose → requires de, so we use dont)

2. Including / among which
Ils ont visité plusieurs villes, dont Marseille et Bordeaux. (They visited several cities, including Marseille and Bordeaux.)

Cultural note: Dont is very common in written and formal spoken French. It’s elegant and efficient, often replacing clunkier structures like de qui, de laquelle, etc. Mastering it shows a good grasp of nuanced grammar.

What does “manquait cruellement” mean?

Manquait cruellement means was sorely lacking or was badly missing.

Il manquait cruellement d’expérience pour ce poste.
(He was sorely lacking in experience for the job.)

Ce film manquait cruellement de rythme.
(This film was seriously lacking in pace.)

The adverb cruellement (cruelly) adds emotional or dramatic intensity—it suggests that the absence was deeply felt, harmful, or frustrating. Culturally, it’s often used in reviews, commentary, or opinion writing to underline a serious shortcoming in something expected to deliver more.

What does “ah bon ?” mean?

“Ah bon ?” is one of the most common and flexible expressions in spoken French. It means Oh really?, Is that so?, or Huh?, depending on tone. It expresses surprise, mild doubt, interest, or polite acknowledgment—but the nuance depends heavily on intonation.

“Ah bon ?” — (Oh really?)
Tone: rising = genuine curiosity
Tone: flat = polite or skeptical
Tone: sharp = doubt or disbelief

Other similar expressions:

1. “Ah oui ?” — Oh yeah? / Is that so? More engaged or intrigued, sometimes with a bit of challenge.
—Je l’ai vu hier. (I saw him yesterday.)
—Ah oui ? Et alors ? (Oh yeah? And then?)

2. “C’est vrai ?” — Is that true? More directly questioning the truth of what was said.
—Il a gagné ? (He won?)
—C’est vrai ? (Is that true?)

3. “Sérieux ?” — Seriously? Casual, familiar, very common among youth.
—On a pas cours demain. (No class tomorrow.)
—Sérieux ? (Seriously?)

4. “Sans blague !” — No kidding! A bit old-fashioned, playful or ironic depending on tone.
—Il a mangé 12 crêpes. (He ate 12 crepes.)
—Sans blague ! (No way!)

5. “Tu plaisantes ?” / “Tu rigoles ?” — You’re joking? Used when something seems hard to believe.
—Il a refusé le poste. (He turned down the job.)
—Tu plaisantes ? (You’re kidding?)

Cultural note: French speakers rely heavily on intonation and short reactions like these to keep conversation flowing, show engagement, or express surprise. Ah bon ? is the go-to, neutral reaction—slightly formal, very French, and endlessly useful.

What does “La Ligue des Supporters” mean?

La Ligue des Supporters refers broadly to the organized fan culture in French football, especially around the national teams.

It includes:
– Official fan clubs (like Club des Supporters by the FFF)
– Associations (e.g. Irrésistibles Français) that travel, sing, and animate matches
– Competitions like the Championnat des Tribunes that reward stadium atmosphere
– A strong presence abroad, with large groups traveling to major tournaments

Culturally, it reflects pride, loyalty, and passion—a key part of French football life.

4o

What does “carte à gratter” mean?

Carte à gratter means scratch card—a small card where you scratch off a surface (usually silver or opaque) to reveal hidden information, often for games, promotions, or prizes.

It’s commonly used in: Lottery and gambling (sold at tabacs or kiosks); Promotional offers (free prizes, discounts); Educational or fun kits (for kids or art projects)

Culturally, les cartes à gratter are popular and easily accessible in France, often linked to low-stakes gambling and everyday luck, like grabbing one with your cigarettes or groceries.

What does “maillots” mean?

Maillots is the plural of maillot, which generally means jersey, swimsuit, or kit, depending on context. Common meanings:

Sports jersey / kit → In football, rugby, cycling, etc., maillot refers to the team shirt.
Les joueurs portent des maillots bleus. (The players are wearing blue jerseys.)

Swimsuit (usually maillot de bain)
Ils ont acheté de nouveaux maillots pour les vacances. (They bought new swimsuits for the holidays.)

Cultural note: In French football and cycling culture:
Le maillot des Bleus = the French national team’s jersey
Le maillot jaune = the yellow jersey worn by the leader in the Tour de France

So depending on the setting, maillots can evoke team identity, national pride, or even summer and leisure.

What does “modalités” mean?

Modalités means terms, conditions, or procedures, depending on context. It’s always plural and refers to the specific details of how something is done, agreed upon, or applied.

Les modalités d’inscription sont disponibles en ligne. (The registration terms are available online.)

Ils ont discuté des modalités du contrat. (They discussed the terms of the contract.)

Les modalités de remboursement varient selon les cas. (The refund procedures vary depending on the case.)

Culturally, modalités is common in administrative, legal, and official contexts, and signals the fine print—how things will actually work in practice. It sounds formal and precise.

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