I found this piece of strategic communication interesting because it differs from what I normally would deem “an advertisement.” This chalkboard displayed outside of a restaurant called “La Rêverie” in the Voltaire neighborhood, showcases the food and drink specials of the day. It caught my attention, not because they’re a rare commodity in Paris, but because they act as an advertisement for the specialties the restaurant offers its customers. This message, likely created by the restaurant and written by its employees, uses a chalkboard and chalk to display the specials of the day. Thus, it uses a creative technique that I’m still getting used to (as this is not often used in the United States). Its message is being sent to advertise to pedestrians the food and drinks being offered at this restaurant for consumers passing by. I’ve noticed this with many other restaurants too and it pushes the French culture into understanding for me: it appears that many French people walk around to look for places to eat rather than use their phones to find restaurants as Americans do. This ushers the response of how this message can be differently understood. For non-French speakers, this chalkboard is uninterruptible, and oftentimes, even overlooked. This means this advert likely has no response or purpose whatsoever. In lieu of this, it means that this message omits those who do not understand French. It can also leave out those with dietary restrictions and lifestyles that do not line up with regular eating hours due to jobs, family, or other restrictions. It does line up with those who are able to eat during regular business hours and can take advantage of happy hour prices. Do I think it’s ethical? Of course. Restaurants have the liberty to advertise what they deem necessary to make money. Regardless of those who see their message, they will still make a profit.
