TY  - BOOK
TI  - Marketing identities through language: English and global imagery in French advertising 
SN  - 1403949840
AV  - HF5813.F8 M37 2005
U1  - 659.10944 22
PY  - 2005///
CY  - New York, Basingstoke
PB  - Palgrave Macmillan
KW  - Advertising
KW  - France
KW  - Language
KW  - Multilingualism
KW  - Multiculturalism
KW  - Intercultural communication
KW  - Globalization
N1  - 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
N2  - "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
ER  -