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1 moral appeal
1) марк. нравственный [моральный\] мотив (маркетинговый подход, при котором упор делается на положительную моральную оценку совершения покупки, напр., покупка товаров из соображений поддержки отечественного производства, покупка товаров, процент от продаж которых идет на благотворительные цели, покупка товаров в экологически безвредных упаковках и т. п.)2) марк. нравственная притягательность* (как свойство товара или другого объекта, соответствующего определенным моральным критериям)See: -
2 ground
ground [graʊnd]terre ⇒ 2 (a), 2 (k) sol ⇒ 2 (a) terrain ⇒ 2 (b), 2 (c), 2 (e), 2 (h) stade ⇒ 2 (c) rez-de-chaussée ⇒ 2 (f) domaine ⇒ 2 (g) fond ⇒ 2 (i), 2 (j) fonder ⇒ 3 (a) former ⇒ 3 (b) mettre à la terre ⇒ 3 (e) moulu ⇒ 5 parc ⇒ 6 (a) motif ⇒ 6 (b) raison ⇒ 6 (b)1 pt & pp of grind2 noun∎ the ground is often frozen in winter la terre est souvent gelée en hiver;∎ at ground level au niveau du sol;∎ the children sat on the ground les enfants se sont assis par terre;∎ to pick sth up off the ground ramasser qch par terre;∎ drive the stakes firmly into the ground enfoncez solidement les pieux dans le sol;∎ above ground en surface;∎ below ground sous terre;∎ to burn sth to the ground réduire qch en cendres;∎ to fall to the ground tomber par ou à terre;∎ to go to ground se terrer;∎ to run a fox to ground traquer un renard jusqu'à son terrier;∎ to run sb to ground (criminal, suspect etc) traquer qn;∎ I finally ran him to ground in the library j'ai fini par le trouver à la bibliothèque;∎ figurative to be on firm ground être sûr de son fait;∎ to change or shift one's ground changer de tactique;∎ it suits him down to the ground ça lui va à merveille, ça lui convient parfaitement;∎ to run a car into the ground utiliser une voiture jusqu'à ce qu'elle rende l'âme;∎ to run a company into the ground faire couler une entreprise;∎ to work oneself into the ground se tuer au travail;∎ figurative he has built his success from the ground up il a réussi en partant de rien;∎ Tennis to hit a ground stroke frapper la balle au rebond∎ there's a lot of hilly ground in Scotland il y a beaucoup de coins vallonnés en Écosse∎ the crowds are leaving the ground la foule des spectateurs sort du stade∎ fishing grounds zones fpl réservées à la pêche;∎ training ground terrain m d'entraînement ou d'exercice∎ to give/to lose ground céder/perdre du terrain;∎ to stand or to hold one's ground tenir bon;∎ to gain ground (in battle) gagner du terrain; (idea, concept) faire son chemin, progresser; (news) se répandre(g) (UNCOUNT) (area of reference) domaine m, champ m;∎ his article covers a lot of ground dans son article, il aborde beaucoup de domaines;∎ this is new ground for me pour moi, c'est un domaine nouveau∎ you're on dangerous ground vous êtes sur un terrain glissant;∎ for them, politics is forbidden ground pour eux, la politique est un sujet tabou ou un domaine interdit;∎ a middle ground un terrain d'entente, un compromis(i) (background) fond m;∎ on a green ground (painting) sur fond vert;∎ the middle ground le second plan∎ to connect to ground mettre à la terre ou à la masse∎ ground (bass) basse f contrainte∎ my fears proved well grounded mes craintes se sont révélées fondées, il s'est avéré que mes craintes étaient fondées∎ the students are well grounded in computer sciences les étudiants ont une bonne formation ou de bonnes bases en informatique(c) (plane, pilot)∎ to be grounded être interdit de vol;∎ the plane was grounded for mechanical reasons l'avion a été interdit de vol à cause d'un incident mécanique∎ to ground the ball aplatir (le ballon)(ship) échouer;∎ the submarine had grounded on a sandbank le sous-marin s'était échoué ou avait échoué sur un banc de sable(a) (around house) parc m, domaine m; (around block of flats, hospital) terrain m; (more extensive) parc m;∎ the house has extensive grounds la maison est entourée d'un grand parc;∎ the grounds are patrolled by dogs le terrain est gardé par des chiens(b) (reason) motif m, raison f; (cause) cause f, raison f; (basis) base f, raison f; (pretext) raison f, prétexte m;∎ to have (good) ground or grounds for doing sth avoir de bonnes raisons de faire qch;∎ you have no grounds for believing that he's lying vous n'avez aucune raison de croire qu'il ment;∎ there are grounds for suspecting arson il y a lieu de penser qu'il s'agit d'un incendie criminel;∎ what grounds have you for saying that? qu'est-ce qui vous permet d'affirmer cela?;∎ he was excused on the grounds of poor health il a été exempté en raison de sa mauvaise santé;∎ on medical/moral grounds pour (des) raisons médicales/morales;∎ on what grounds? à quel titre?;∎ Law grounds for appeal voies fpl de recours;∎ grounds for complaint grief m;∎ grounds for divorce motif m de divorce(c) (of coffee) marc m►► Military ground attack offensive f terrestre;Fishing ground bait amorce f de fond, appât m de fond;Music ground bass basse f contrainte;American ground beef steak m haché;Entomology ground beetle carabidé m;Botany ground cherry physalis m;American Electricity ground connection prise f de terre;Aviation ground control contrôle m au sol;ground cover végétation f basse;ground cover plant (plante f) couvre-sol m inv;ground crew personnel m au sol, personnel m non-navigant;ground fire feu m de broussailles;British ground floor rez-de-chaussée m inv;∎ figurative to get in on the ground floor (at beginning of project) participer dès le début; (buy shares) acheter des actions dès leur émission;Military ground forces armée f de terre;ground frost gelée f blanche;Botany ground ivy lierre m terrestre;∎ at ground level au rez-de-chaussée;Fishing ground line ligne f de fond;Aviation ground operator (who organizes services, transfers etc) voyagiste m ou agence f de réceptif, réceptif m;ground pepper poivre m moulu;ground personnel personnel m au sol, personnel m non navigant;ground pollution pollution f du sol;ground rage = dans un aéroport, comportement agressif de certains passagers envers le personnel au sol, dû à une attente excessive avant l'embarquement;ground rent redevance f foncière;ground rice farine f de riz;ground rule procédure f, règle f;∎ to lay down the ground rules établir les règles du jeu;Zoology ground squirrel spermophile m;ground staff Sport personnel m responsable de l'entretien d'un terrain de sport; British (at airport) personnel m au sol, personnel m non-navigant;Military ground war guerre f terrestre;Geology ground water nappe f phréatique;American Electricity ground wire fil m de terre;Military ground zero hypocentre m, point m zéro
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