Marketing identities through language: English and global imagery in French advertising
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Palgrave Macmillan
2006
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents only Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 267-279) and index |
| Beschreibung: | XV, 286 S. Ill. 23 cm |
| ISBN: | 1403949840 9781403949844 |
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| 100 | 1 | |a Martin, Elizabeth |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing identities through language |b English and global imagery in French advertising |c Elizabeth Martin |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke [u.a.] |b Palgrave Macmillan |c 2006 | |
| 300 | |a XV, 286 S. |b Ill. |c 23 cm | ||
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| 500 | |a Includes bibliographical references (p. 267-279) and index | ||
| 650 | 4 | |a Communication interculturelle | |
| 650 | 4 | |a Mondialisation | |
| 650 | 4 | |a Multiculturalisme | |
| 650 | 4 | |a Multilinguisme | |
| 650 | 4 | |a Publicité - France | |
| 650 | 4 | |a Publicité - Langage | |
| 650 | 4 | |a Globalisierung | |
| 650 | 4 | |a Interkulturelle Kommunikation | |
| 650 | 4 | |a Advertising |z France | |
| 650 | 4 | |a Advertising |x Language | |
| 650 | 4 | |a Multilingualism | |
| 650 | 4 | |a Multiculturalism | |
| 650 | 4 | |a Intercultural communication | |
| 650 | 4 | |a Globalization | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
List of Tables and Figures x
Preface xi
Acknowledgments xiii
Introduction 1
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
vii
viii Contents
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
Contents ix
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
Conclusion 242
Appendix 1: Sample List of Authorized Anglicisms Issued
by the BVP 247
Appendix 2: Web Resource Directory 249
Notes 252
Bibliography 267
Index 280
List of Tables and Figures
Tables
Table 1.1 Magazines included in the study 6
Figures
Figure 1.1 Carlsberg advertisement 34
Figure 2.1 Volkswagen advertisement 71
Figure 2.2 Tetley advertisement 77
Figure 2.3 Ballantine s advertisement 79
Figure 2.4 BMW advertisement 82
Figure 3.1 Nicolas Feuillatte advertisement 100
Figure 3.2 Gemey Maybelline Water Shine advertisement 104
Figure 3.3 TAG Heuer advertisement 106
Figure 3.4 Mandarin Oriental Hotel Group advertisement 108
Figure 4.1 Grand Marnier advertisement 132
Figure 4.2 Ford Mondeo advertisement 151
Figure 5.1 Lavazza advertisement 197
Figure 6.1 Gemey Maybelline Durci Pastel Diamant
advertisement 232
Figure 6.2 Ford Ka advertisement 239
x
|
| adam_txt |
Contents
List of Tables and Figures x
Preface xi
Acknowledgments xiii
Introduction 1
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
vii
viii Contents
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
Contents ix
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
Conclusion 242
Appendix 1: Sample List of Authorized Anglicisms Issued
by the BVP 247
Appendix 2: Web Resource Directory 249
Notes 252
Bibliography 267
Index 280
List of Tables and Figures
Tables
Table 1.1 Magazines included in the study 6
Figures
Figure 1.1 Carlsberg advertisement 34
Figure 2.1 Volkswagen advertisement 71
Figure 2.2 Tetley advertisement 77
Figure 2.3 Ballantine's advertisement 79
Figure 2.4 BMW advertisement 82
Figure 3.1 Nicolas Feuillatte advertisement 100
Figure 3.2 Gemey Maybelline Water Shine advertisement 104
Figure 3.3 TAG Heuer advertisement 106
Figure 3.4 Mandarin Oriental Hotel Group advertisement 108
Figure 4.1 Grand Marnier advertisement 132
Figure 4.2 Ford Mondeo advertisement 151
Figure 5.1 Lavazza advertisement 197
Figure 6.1 Gemey Maybelline Durci Pastel Diamant
advertisement 232
Figure 6.2 Ford Ka advertisement 239
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| spelling | Martin, Elizabeth Verfasser aut Marketing identities through language English and global imagery in French advertising Elizabeth Martin 1. publ. Basingstoke [u.a.] Palgrave Macmillan 2006 XV, 286 S. Ill. 23 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 267-279) and index Communication interculturelle Mondialisation Multiculturalisme Multilinguisme Publicité - France Publicité - Langage Globalisierung Interkulturelle Kommunikation Advertising France Advertising Language Multilingualism Multiculturalism Intercultural communication Globalization Globalisierung (DE-588)4557997-0 gnd rswk-swf Werbesprache (DE-588)4065535-0 gnd rswk-swf Multikulturelle Gesellschaft (DE-588)4214151-5 gnd rswk-swf Frankreich Frankreich (DE-588)4018145-5 gnd rswk-swf Frankreich (DE-588)4018145-5 g Werbesprache (DE-588)4065535-0 s Globalisierung (DE-588)4557997-0 s Multikulturelle Gesellschaft (DE-588)4214151-5 s DE-604 http://www.loc.gov/catdir/enhancements/fy0665/2005049995-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0665/2005049995-t.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014938911&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Martin, Elizabeth Marketing identities through language English and global imagery in French advertising Communication interculturelle Mondialisation Multiculturalisme Multilinguisme Publicité - France Publicité - Langage Globalisierung Interkulturelle Kommunikation Advertising France Advertising Language Multilingualism Multiculturalism Intercultural communication Globalization Globalisierung (DE-588)4557997-0 gnd Werbesprache (DE-588)4065535-0 gnd Multikulturelle Gesellschaft (DE-588)4214151-5 gnd |
| subject_GND | (DE-588)4557997-0 (DE-588)4065535-0 (DE-588)4214151-5 (DE-588)4018145-5 |
| title | Marketing identities through language English and global imagery in French advertising |
| title_auth | Marketing identities through language English and global imagery in French advertising |
| title_exact_search | Marketing identities through language English and global imagery in French advertising |
| title_exact_search_txtP | Marketing identities through language English and global imagery in French advertising |
| title_full | Marketing identities through language English and global imagery in French advertising Elizabeth Martin |
| title_fullStr | Marketing identities through language English and global imagery in French advertising Elizabeth Martin |
| title_full_unstemmed | Marketing identities through language English and global imagery in French advertising Elizabeth Martin |
| title_short | Marketing identities through language |
| title_sort | marketing identities through language english and global imagery in french advertising |
| title_sub | English and global imagery in French advertising |
| topic | Communication interculturelle Mondialisation Multiculturalisme Multilinguisme Publicité - France Publicité - Langage Globalisierung Interkulturelle Kommunikation Advertising France Advertising Language Multilingualism Multiculturalism Intercultural communication Globalization Globalisierung (DE-588)4557997-0 gnd Werbesprache (DE-588)4065535-0 gnd Multikulturelle Gesellschaft (DE-588)4214151-5 gnd |
| topic_facet | Communication interculturelle Mondialisation Multiculturalisme Multilinguisme Publicité - France Publicité - Langage Globalisierung Interkulturelle Kommunikation Advertising France Advertising Language Multilingualism Multiculturalism Intercultural communication Globalization Werbesprache Multikulturelle Gesellschaft Frankreich |
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