Marketing identities through language : English and global imagery in French advertising / Elizabeth Martin.

Format:

Book

Author/Creator:

Martin, Elizabeth.

Language:

English

Subjects (All):

Advertising--France.

Advertising.

France.

Advertising--Language.

Multilingualism.

Multiculturalism.

Intercultural communication.

Globalization.

Physical Description:

xv, 286 pages : illustrations ; 23 cm

Place of Publication:

Basingstoke [England] ; New York : Palgrave Macmillan, 2006.

Summary:

Marketing Identities through Language offers a unique perspective on the global spread of English and the many visual and verbal strategies used by advertisers to entice the French consumer. Drawing on a semiotic and sociolinguistic framework, Elizabeth Martin takes us on a kaleidoscopic tour of advertising in France, illustrating how English functions as a global language but also as a locally brewed variety specifically tailored to French audiences - despite legal restrictions. Through interviews with French advertising agencies and a wealth of detailed examples from television and print media, she illustrates the delicate balance involved in redesigning international advertising to appeal to the French market while highlighting the impact of globalization on the French consumer's identity and perceptions of language. With its interdisciplinary approach, this book will appeal to students and researchers in sociolinguistics, language planning, and international marketing.

Contents:

1 Linguistic Analyses of Advertising 8

Linguistic theoretical framework 8

Context of situation 8

Social semiotics 11

The multiplicity of meaning 15

The World Englishes paradigm 17

Approaches to advertising 22

Ideology in advertising 23

Word play 28

Use of foreign languages 32

Imitation varieties 33

Advertising bloopers 38

English as a pair-language 40

Language, culture, and identity 42

2 The Global Consumer 47

Globalization and advertising 47

Advertising industry's perspective 48

Cultural representation and identity 51

Consumer reactions to globalization 54

Post 9/11 debates 61

Advertising with global discourse and imagery 64

Global media and communication technologies 64

Multiracial casting 70

Mood imagery, illusion, and 'the best of both worlds' 73

Cultural identity, stereotypes, and foreign languages 76

3 Seducing the French with Americana 85

French perceptions of 'America' 86

American culture as experienced in France 86

French intellectuals' visions of America 89

Reactions to American media 92

'Slices of Americana' in French advertising 95

American landscapes 96

American celebrities 102

American way of life 109

Elements of American culture 113

Fictional TV and movie characters 117

Hollywood musicals and TV dramas 120

4 Adaptations for the French Market 126

Approaches to international advertising 127

Testimonials from ad agencies in Paris 129

Advertising a la francaise 131

Symbolism and cultural references 134

Humor and sexual appeals 137

Word play 139

Natural ingredients 142

Environmental protection 144

Logic and intelligence 146

Global campaigns tailored to French audiences 148

Addressing the French as Europeans 148

Advertising specifically designed for the French 154

5 Language Mixing and Translation in French Advertising Copy 164

Motivations for using English 166

English as a global language 166

English as a mood enhancer 167

English as a vehicle for cultural export 169

Humor, brand recall, and origin 170

Audiences and product categories 173

Product categories favoring English 173

Gender-specific English 177

Youth Frenglish 181

Advertising for tourists 184

Bilingual creativity 186

Linguistic innovations 186

Word order and punctuation 190

Phonological cues and pronunciation 193

Semantics 194

Bilingual puns 196

Multimodal mixing 200

Translations 202

Direct translations 202

Slightly modified translations 204

Code-mixed translations 208

6 French Resistance to English 212

Language planning in France 212

The Toubon Law 215

French public's attitudes towards English 217

The advertising industry's reaction 221

Circumvention of the legislation 226

Print size of French translations 226

Music soundtracks 227

Product names, labels, and assimilated borrowings 230

English-language product features 231

Use of copyright 235

Referencing legislation in advertising copy 238

Appendix 1 Sample List of Authorized Anglicisms Issued by the BVP 247

Appendix 2 Web Resource Directory 249.

Notes:

Includes bibliographical references (pages 267-279) and index.

ISBN:

1403949840

OCLC:

60791726

Publisher Number:

9781403949844