Marketing Identities Through Language : English and Global Imagery in French Advertising

Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media. Cover 1 Contents 8 List of Tables and Figures 11 Preface 12 Acknowledgments 14 Introduction 18 1 Linguistic Analyses of Advertising 25 Linguistic theoretical framework 25 Context of situation 25 Social semiotics 28 The multiplicity of meaning 32 The World Englishes paradigm 34 Approaches to advertising 39 Ideology in advertising 40 Word play 45 Use of foreign languages 49 Imitation varieties 50 Advertising bloopers 55 English as a pair-language 57 Language, culture, and identity 59 2 The Global Consumer 64 Globalization and advertising 64 Advertising industry's perspective 65 Cultural representation and identity 68 Consumer reactions to globalization 71 Post 9/11 debates 78 Advertising with global discourse and imagery 81 Global media and communication technologies 81 Multiracial casting 87 Mood imagery, illusion, and 'the best of both worlds' 90 Cultural identity, stereotypes, and foreign languages 93 3 Seducing the French with Americana 102 French perceptions of 'America' 103 American culture as experienced in France 103 French intellectuals' visions of America 106 Reactions to American media 109 'Slices of Americana' in French advertising 112 American landscapes 113 American celebrities 119 American way of life 126 Elements of American culture 130 Fictional TV and movie characters 134 Hollywood musicals and TV dramas 137 4 Adaptations for the French Market 143 Approaches to international advertising 144 Testimonials from ad agencies in Paris 146 Advertising à la française 148 Symbolism and cultural references 151 Humor and sexual appeals 154 Word play 156 Natural ingredients 159 Environmental protection 161 Logic and intelligence 163 Global campaigns tailored to French audiences 165 Addressing the French as Europeans 165 Advertising specifically designed for the French 171 5 Language Mixing and Translation in French Advertising Copy 181 Motivations for using English 183 English as a global language 183 English as a mood enhancer 184 English as a vehicle for cultural export 186 Humor, brand recall, and origin 187 Audiences and product categories 190 Product categories favoring English 190 Gender-specific English 194 Youth Frenglish 198 Advertising for tourists 201 Bilingual creativity 203 Linguistic innovations 203 Word order and punctuation 207 Phonological cues and pronunciation 210 Semantics 211 Bilingual puns 213 Multimodal mixing 217 Translations 219 Direct translations 219 Slightly modified translations 221 Code-mixed translations 225 6 French Resistance to English 229 Language planning in France 229 The Toubon Law 232 French public's attitudes towards English 234 The advertising industry's reaction 238 Circumvention of the legislation 243 Print size of French translations 243 Music soundtracks 244 Product names, labels, and assimilated borrowings 247 English-language product features 248 Use of copyright 252 Referencing legislation in advertising copy 255 Conclusion 259 Appendix 1 Sample List of Authorized Anglicisms Issued by the BVP 264 Appendix 2 Web Resource Directory 266 Notes 269 Bibliography 284 Index 297 A 297 B 298 C 298 D 299 E 299 F 300 G 300 H 300 I 300 J 301 K 301 L 301 M 301 N 302 O 302 P 302 R 302 S 302 T 302 V 303 W 303 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.--jacket. 1. Linguistic Analyses Of Advertising -- 2. The Global Consumer -- 3. Seducing The French With Americana -- 4. Adaptations For The French Market -- 5. Language Mixing And Translation In French Advertising Copy -- 6. French Resistance To English -- App. 1. Sample List Of Authorized Anglicisms Issued By The Bvp. Elizabeth Martin. Includes Bibliographical References (p. 267-279) And Index. 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