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Marketing Identities Through Language
 
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Marketing Identities Through Language
English and Global Imagery in French Advertising
 
 
Palgrave Macmillan
 
 
 
 
 
 
30 Nov 2005
|
£105.00
|Hardback In Stock
  
9781403949844
||
 
 
eBooks ebook on Palgrave Connect ebook available via library subscriptions ebook on ebooks.com 
 
 


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DescriptionReviewsContentsAuthors

Marketing Identities Through Languageoffers 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 ad 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 globalisation on the French consumer's identity and perceptions of language. With its interdisciplinary approach, this book will appeal to students and researchers in both sociolinguistics, language planning and in international marketing and copywriting.


Description

Marketing Identities Through Languageoffers 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 ad 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 globalisation on the French consumer's identity and perceptions of language. With its interdisciplinary approach, this book will appeal to students and researchers in both sociolinguistics, language planning and in international marketing and copywriting.


Reviews

Marketing Identitites Through Language will prove useful and interesting reading for specialists and students with interests in multilingual media discoures, global Englishes, language policy and planning and many other areas of sociolinguistics and applied linguistics.' - Helen Kelly-Holmes, Multilingua, Journal of Cross-Cultural and Interlanguage Communication


Contents

List of Illustrations
Preface
Acknowledgements
Introduction
Linguistic Analyses of Advertising
The Global Consumer
Seducing the French with Americana
Adaptations for the French Market
Language Mixing and Translation in French Advertising Copy
French Resistance to English
Conclusion
Bibliography
Web Resource Directory
Index


Authors

ELIZABETH MARTIN is Assistant Professor of French and Director of Commercial French Studies at the University of Illinois at Urbana-Champaign, USA, where she directs the Commercial French Studies program and designs French-for-Specific-Purposes (FSP) courses for advertising, business, architecture, engineering and music. Her main research interests include language-mixing in advertising and intercultural business communication.