Marketing Identities through Language: English and Global Imagery in French Advertising PDF
Preview Marketing Identities through Language: English and Global Imagery in French Advertising
Marketing Identities through Language English and Global Imagery in French Advertising Elizabeth Martin Marketing Identities through Language This page intentionally left blank 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 This page intentionally left blank 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
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