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

303 Pages·2006·1.57 MB·English

by  Elizabeth Martin

Marketing Identities
through Language
English and Global Imagery in French
Advertising
Elizabeth Martin
Marketing Identities through Language
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Marketing Identities
through Language
English and Global Imagery in French
Advertising
Elizabeth Martin
© Elizabeth Martin 2006
All rights reserved. No reproduction, copy or transmission of this
publication may be made without written permission.
No paragraph of this publication may be reproduced, copied or transmitted
save with written permission or in accordance with the provisions of the
Copyright, Designs and Patents Act 1988, or under the terms of any licence
permitting limited copying issued by the Copyright Licensing Agency, 90
Tottenham Court Road, London W1T 4LP.
Any person who does any unauthorized act in relation to this publication
may be liable to criminal prosecution and civil claims for damages.
The author has asserted her right to be identified as the author of this
work in accordance with the Copyright, Designs and Patents Act 1988.
First published 2006 by
PALGRAVE MACMILLAN
Houndmills, Basingstoke, Hampshire RG21 6XS and
175 Fifth Avenue, New York, N.Y. 10010
Companies and representatives throughout the world
PALGRAVE MACMILLAN is the global academic imprint of the Palgrave
Macmillan division of St. Martin’s Press, LLC and of Palgrave Macmillan Ltd.
Macmillan® is a registered trademark in the United States, United Kingdom
and other countries. Palgrave is a registered trademark in the European
Union and other countries.
ISBN-13: 978–1–4039–4984–4
ISBN-10: 1–4039–4984–0
This book is printed on paper suitable for recycling and made from fully
managed and sustained forest sources.
A catalogue record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Marketing identities through language: English and global imagery in
French advertising / Elizabeth Martin.
p. cm.
Includes bibliographical references and index.
ISBN 1–4039–4984–0
1. Advertising – France. 2. Advertising – Language.
3. Multilingualism. 4. Multiculturalism.
5. Intercultural – communication. 6. Globalization.
HF5813.F8M37 2005
659.1(cid:98)0944 – dc22 2005049995
10 9 8 7 6 5 4 3 2 1
15 14 13 12 11 10 09 08 07 06
Printed and bound in Great Britain by
Antony Rowe Ltd, Chippenham and Eastbourne
In loving memory of Ann, whose friendship meant the world
to me, and whose beautiful artwork continues to lift my
spirits
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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 à la française 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