Pratique du Shadowing: Steve Jobs on Marketing - Apprendre l'anglais à l'oral avec la vidéo

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To me, marketing is about values.

This is a very complicated world.

It's a very noisy world.

And we're not going to get a chance to get people to remember much about us.

No company is.

And so we have to be really clear on what we want them to know about us.

Now, Apple, fortunately, is one of the half a dozen best brands in the whole world,

right up there with Nike, Disney, Coke, Sony.

It is one of the greats of the greats,

not just in this country,

but all around the globe.

And, but even a great brand needs investment and caring if it's going to retain its relevance and vitality.

The Apple brand has clearly suffered from neglect in this area in the last few years.

And we need to bring it back.

The way to do that is not to talk about speeds and feeds.

It's not to talk about nips and megahertz.

It's not to talk about why we're better than windows.

The dairy industry tried for 20 years to convince you that milk was good for you.

It's a lie, but they tried anyway.

And the sales were going like this.

And then they tried Got Milk,

and the sales are going like this.

Got Milk doesn't even talk about the product.

Matter of fact, it focuses on the absence of the product.

But the best example of all,

and one of the greatest jobs of marketing in the universe has ever seen is Nike.

Remember, Nike sells a commodity.

They sell shoes.

And yet, when you think of Nike,

you feel something different than a shoe company.

In their ads, as you know,

they don't ever talk about the product.

They don't ever tell you about their air soles and why they're better than Reebok's air soles.

What does Nike do in their advertising?

They honor great athletes, and they honor great athletics.

that's who they are that's what they are about

Apple spends a fortune on advertising you'd never know it you'd never know it

so when I got here we Apple just fired their agency we're doing a competition with 23 agencies

that you know four years from now we picked one and we blew that up and we we hired Shite Day,

the ad agency that I was fortunate enough to work with years ago.

We created some award-winning work including the commercial voted the best ad ever made 1984

by advertising professionals and we started working about eight weeks ago

and what we the question we asked was our customers want to know who is Apple

and what is it that we stand for?

Where do we fit in this world?

And what we're about isn't making boxes for people to get their jobs done,

although we do that well.

We do that better than almost anybody in some cases.

But Apple's about something more than that.

Apple at the core, its core value,

is that we believe that people with passion can change the world for the better.

That's what we believe.

And we've had the opportunity to work with people like that.

We've had an opportunity to work with people like you,

with software developers, with customers who have done it in some big and some small ways.

And we believe that in this world.

People can change it for the better.

and that those people that are crazy enough to think they can change the world are the ones that actually do.

And so what we're going to do in our first brand marketing campaign in several years

is to get back to that core value.

A lot of things have changed.

The market's a totally different place than it was a decade ago.

And Apple's totally different, and Apple's place in it is totally different.

And believe me, the products and the distribution strategy and the manufacturing are totally different,

and we understand that.

But values and core values, those things shouldn't change.

The things that Apple believed in at its core are the same things that Apple really stands for today.

And so we wanted to find a way to communicate this.

And what we have is something that I am very moved by.

It honors those people who have changed the world.

Some of them are living,

some of them are not.

But the ones that aren't,

as you'll see, you know that if they'd ever used a computer,

it would have been a Mac.

And the theme of the campaign is think different.

is the people, honoring the people who think different and who move this world forward.

And it is what we are about.

It touches the soul of this company.

So I'm going to go ahead and roll it,

and I hope that you feel the same way about it I do.

Here's to the crazy ones.

The misfits, the rebels, the troublemakers,

the round pegs in the square holes,

the ones who see things differently.

They're not fond of rules,

and they have no respect for the status quo.

You can quote them, disagree with them,

glorify or vilify them, but the only thing you can't do is ignore them.

because they change things.

They push the human race forward.

And while some may see them as the crazy ones, we see genius.

Because the people who are crazy enough to think they can change the world are the ones who do.

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Vocabulaire et conseils d’expression pour cette leçon

Cette leçon d’expression orale de niveau C1 s’appuie sur la vidéo « Steve Jobs on Marketing ». Les mots qui reviennent le plus souvent : Apple, Nike, core, value, totally. Cette vidéo contient 93 phrases et 913 mots à répéter en shadowing. La partie parlée dure 6:45. Le locuteur parle à un rythme régulier d’environ 135 mots par minute, confortable pour le shadowing. 90 % des mots font partie des 3 000 mots les plus courants en anglais ; le reste mérite d’être vu avant de commencer.

Vocabulaire clé de cette vidéo

Les 13 mots les plus avancés de la vidéo, avec leur prononciation et leur sens :

Mot	Prononciation	Sens
glorify verbe	/ˈɡlɔːɹɪfaɪ/	glorifier
misfit nom	/ˈmɪs.fɪt/	inadapté
troublemaker nom	/ˈtɹʌbəlˌmeɪkə(ɹ)/	fauteur de troubles, perturbateur
vilify verbe	/ˈvɪl.ɪ.faɪ/	diffamer, vilipender
vitality nom	/vaɪˈtælɪti/	vitalité
noisy adjectif	/ˈnɔɪzi/	bruyant, tonitruant
relevance nom	/ˈɹɛl.ɪ.vən(t)s/	pertinence
neglect verbe	/nɪˈɡlɛkt/	négliger
commodity nom	/kəˈmɑdəti/	produit, bien
fortunately adverbe	/ˈfɔɹ.t͡ʃə.nɪt.li/	heureusement, par bonheur
fortunate adjectif	/ˈfɔɹ.t͡ʃə.nɪt/	fortuné
rebel nom	/ˈɹɛb.əl/	rebelle
disagree verbe	/dɪsəˈɡɹi/	ne pas être d'accord, être en désaccord

Les verbes à particule que vous entendrez

Mot	Prononciation	Sens
go ahead verbe	/ˌɡoʊ əˈhɛd/	vas-y, allez-y

La grammaire de cette vidéo

Les structures que le locuteur utilise le plus, avec les mots exacts de la vidéo :

Structure	Dans la vidéo
Present perfect have/has + participe passé — une action passée qui compte encore maintenant	has clearly suffered · has ever seen · we've had
Propositions relatives who / which + proposition — une précision sur une personne ou une chose	people that are · people who have · people who think

Prononciation à surveiller

Le locuteur utilise 21 contractions et formes réduites, comme we're, don't, they're. Prononcez-les sous leur forme courte, telles que vous les entendez.

Mots longs — placez bien l’accent: troublemaker /ˈtɹʌbəlˌmeɪkə(ɹ)/, vitality /vaɪˈtælɪti/, commodity /kəˈmɑdəti/, fortunately /ˈfɔɹ.t͡ʃə.nɪt.li/

Les sons difficiles pour les francophones :

/tʃ/ et /dʒ/ — à ne pas adoucir en « ch » et « j »: fortunately /ˈfɔɹ.t͡ʃə.nɪt.li/, fortunate /ˈfɔɹ.t͡ʃə.nɪt/
/r/ anglais — langue recourbée, sans frotter la gorge: glorify /ˈɡlɔːɹɪfaɪ/, troublemaker /ˈtɹʌbəlˌmeɪkə(ɹ)/, relevance /ˈɹɛl.ɪ.vən(t)s/, fortunately /ˈfɔɹ.t͡ʃə.nɪt.li/, fortunate /ˈfɔɹ.t͡ʃə.nɪt/

Comment s’entraîner avec cette vidéo

Écoutez la vidéo en entier une fois sans parler et notez les mots que vous ne connaissez pas.
Répétez phrase par phrase à vitesse normale, en reprenant chacune jusqu’à ce que votre rythme corresponde à celui du locuteur.
Enregistrez-vous et comparez avec l’original, en faisant attention à des mots comme glorify, misfit, troublemaker.

Qu'est-ce que la technique du Shadowing ?

Le Shadowing est une technique d'apprentissage des langues fondée sur la science, développée à l'origine pour la formation des interprètes professionnels. Le principe est simple mais puissant : vous écoutez de l'anglais natif et le répétez immédiatement à voix haute — comme une ombre suivant le locuteur avec un décalage de 1 à 2 secondes. Les recherches montrent une amélioration significative de la précision de la prononciation, de l'intonation, du rythme, des liaisons, de la compréhension orale et de la fluidité.

Technique du shadowing : lire le guide complet étape par étape →

Pratique du Shadowing: Steve Jobs on Marketing - Apprendre l'anglais à l'oral avec la vidéo

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