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Posts Tagged ‘Fido’

I saw this first image — an ad from the SAQ — when walking past a bus shelter. Click on the image to see the full size. The text in the ad reads:

Aspergez-vous de bruine en pouche-pouche ou passez à la SAQ Spray yourself with mist from a spray bottle or visit the SAQ

What on earth does this mean?

The SAQ is where you buy wine, spirits and liquors in Québec. It’s similar to the liquor corporations, commissions and control boards in other provinces, like Ontario’s LCBO. SAQ stands for la Société des alcools du Québec.

In this ad, the SAQ is telling us we can keep cool this summer by a) spraying mist on ourselves with a spray bottle or b) getting drunk by consuming refreshingly cold alcoholic drinks bought at the SAQ.

Do you remember the words feeling, chaudasse and chaud from entry #808 to describe two different states of drunkenness? The expressions être chaudasse and être feeling mean only partially drunk, like when you’re buzzed or tipsy, but être chaud is used to describe being completely drunk.

And what about the term un pouche-pouche, which refers to a spray bottle? We first saw an example of pouche-pouche in entry #800. In that example, a mother-to-be with a slightly detached placenta asked in an online forum if it’s okay to take a dip in the pool on hot days. Another woman provided her with this advice to keep cool:

Moi, j’ai toujours un pouche-pouche d’eau dans le réfrigérateur. Quand je me peux pus, je m’arrose de cette eau très froide et OH que ça fait du bien! I always keep a spray bottle filled with water in the refrigerator. When I can’t take it anymore, I spray myself with the cold water and OH does it ever feel good!

The mother-to-be referred to her slightly detached placenta as un léger décollement placentaire. I do try my best to find the most relevant French vocabulary for you to learn, you know!

Oh, and do you remember in entries #762 and #771 how we looked at the use of the word un selfie in French? And how the OQLF has endorsed the use of the words une autophoto and un égoportrait in an attempt to replace selfie?

In #762, I posted the image of an ad from Vidéotron where the word selfie appeared in French. But, just the other day, I noticed that Fido (another mobile phone company) had chosen to use the word autophoto instead at their kiosk in a shopping centre.

The text in the image reads:

Partagez une autophoto de votre chien sur les réseaux sociaux Share your dog’s selfie on social networks

This doesn’t mean the word selfie has already been replaced in regular language, of course. Despite the use of autophoto in this example, my guess is that selfie is here to stay.

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I came across the ad in the first image in a public space in Montréal. It’s from a mobile phone company called Fido, who always use dogs in their ads. This one says:

On a du flair pour les bonnes affaires
We’ve got flair for good deals

There’s wordplay here because the text reminds us of the French verb flairer, which is something that dogs do: “to sniff.”

Le chien policier a flairé 50 kilos de pot.
The police dog sniffed out 50 kilos of pot.

The t in pot in the sense of marijuana is pronounced. It sounds like potte.

This ad from Fido reminded me of six expressions used in Québec related to dogs (and bitches):

1. ton chien est mort
2. avoir du chien
3. fucker le chien
4. avoir la chienne
5. donner la chienne
6. c’est chien

Ton chien est mort. You’re shit outta luck!

1. ton chien est mort

If your dog is dead, it’s because your chances of achieving something have all gone out the window.

Imagine you’re a guy who really wants to go out with a certain girl you’ve been interested in for a long time. Just when you’ve finally worked up the courage to ask her out, you discover she’s begun going out with a guy a thousand times more attractive than you… Fuhgeddaboudit, guy. Ain’t gonna happen. Your dog is dead. Ton chien est mort. You no longer stand a chance!

You can also say mon chien est mort and son chien est mort.

2. avoir du chien

If you’ve “got dog,” it’s because you’re determined. You’ve got personality. You’re a go-getter.

Ces deux jeunes-là ont du chien et réalisent de grandes choses.
Those two young people are go-getters and are doing big things.

Elle a du talent et du chien.
She’s got talent and determination.

3. fucker le chien

Fucker le chien?This expression literally means “to fuck the dog.”

The idea behind this expression is to waste time or go around in circles trying to accomplish something.

A variation on this expression is fourrer le chien. The verb fourrer also means “to fuck.”

Fucker is pronounced foquer.

J’ai fucké le chien dans ma jeunesse.
I did fuck-all in my youth.

J’ai fucké le chien pour modifier mon mot de passe.
I had a fuck of a hard time trying to change my password.

J’ai fucké le chien avec ça pendant deux mois.
I had a fuck of a hard time with that for two months.

4. avoir la chienne

Une chienne is the female form of chien. So, this expression literally means “to have the bitch.” If you’ve got the bitch, it’s because you’re terrified, frightened.

This expression has in fact already appeared twice on OffQc.

In entry #225, a character called Brigitte from the television show 30 vies tells a colleague she must get tested for cancer. She admits to being terrified:

J’ai tellement la chienne.
I’m so terrified.

In entry #238, we saw that a newspaper headline read:

Les libraires ont la chienne
Booksellers are terrified

The newspaper article was about how booksellers are terrified at the idea of becoming irrelevant due to the advent of the iPad.

5. donner la chienne

This is similar to number 4; donner la chienne means to terrify, to frighten.

Ça me donne la chienne.
It frightens me.

Les hôpitaux me donnent la chienne.
Hospitals terrify me.

6. c’est chien

In this expression, chien means méchant.

C’est chien de dire ça, mais c’est vrai.
It’s a nasty thing to say, but it’s true.

C’est vraiment chien ce que t’as fait.
What you did was really mean.

C’est vraiment chien ce que je vais dire, mais…
What I’m about to say is really nasty, but…

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Fido is a mobile phone company.

— Bonjour. Un café, s’il vous plaît.
— Pour un café régulier, dites régulier. Pour un cappuccino, dites cappuccino. Pour un café latte, dites café latte.
— Café latte?…
— Vous avez dit tasse de thé. Pour confirmer votre choix, dites oui.
— Euh, non… non…
— Vous avez dit tasse de thé.

Chez Fido, on sait que vous détestez parler à une machine. C’est pourquoi nos conseillers sont plus faciles à joindre quand vous nous appelez. Avec Fido à l’écoute, vous aimerez votre Fido.

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