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

Includes bibliographical references and index.

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.

"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."--BOOK JACKET.