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

300 Pages·2006·21.38 MB·English

by  Elizabeth Martin (auth.)

Marketing Identities
through Language
English and Global Imagery in French
Advertising
Elizabeth Martin
Marketing Identities through Language
Marketing Identities
through Language
English and Global Imagery in French
Advertising
Elizabeth Martin
* © Elizabeth Martin 2006
Softcover reprint of the hardcover 1st edition 2006 978-1-4039-4984-4
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First published 2006 by
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PALGRAVE MACMILLAN is the global academic imprint of the Palgrave
Macmillan division of St Martin's Press, LLC and of Palgrave Macmillan Ltd.
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ISBN 978-1-349-52600-0 ISBN 978-0-230-51190-3 (eBook)
DOI 10.1057/9780230511903
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 I Elizabeth Martin.
p. em.
Includes bibliographical references and index.
1. Advertising - France. 2. Advertising-Language.
3. Multilingualism. 4. Multiculturalism.
5. Intercultural-communication. 6. Globalization.
HFS813.F8M37 ZOOS
659.1'0944-dcZZ 2005049995
10 9 8 7 6 5 4 3 2
15 14 13 12 11 10 09 08 07 06
Transferred to Digital Printing 2012
In loving memory of Ann, whose friendship meant the world
to me, and whose beautiful artwork continues to lift my
spirits
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
~~~ ~
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 Ia franc;:aise 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
Preface
This book explores the ways in which advertisers address consumers in
France with English and global imagery through a blending of text,
music, and imagery. Advertising discourse is a rich source of data for
linguistic analysis, whether it be the bilingual puns exhibited in slogans
(for example, Hepar, Givenchy, Lavazza, Coca Cola), the imitation verlan
used by the SNCF to address younger audiences, or the invented 'pot
pourri' language combining French, English, German, Spanish, and
Italian slang spoken by chimpanzees to sell OMO laundry detergent, all
of which, and more, are described in detail in these pages. Advertising
is also a visual means of communication where images play an impor
tant role in conveying information about the product and creating
a positive emotional response. Much of this book, therefore, is devoted
to advertising discourse as a multimodal experience, where brand names
and slogans are reinforced by movement and illustrations, and music
sound tracks create an atmosphere that contributes to the overall message
of the campaign. Indeed, creative teams working on advertising have
myriad techniques at their disposal to attract attention to their creations
and entice the consumer. They push the envelope at every turn, produc
ing linguistic combinations that one simply does not encounter in any
other context. Working within the confines of language legislation in
France (the 1994 Toubon Law most specifically), these individuals are
all the more daring and innovative in the multilingual discourse they
are able to produce: full of puns, symbolism and humor.
Audiences in France are also being treated to a collage of imagery from
around the world in their advertising, where cultures are blended into
an idealized universe, and landscapes are presented in such a way as
to evoke certain emotional reactions and concepts in relation to the
product. It is a world where a photograph of a highway leading into
Beijing can assure the readers of a magazine ad that Bouygues provides
its cell phone services anywhere on the planet, where Toyota sells its
Yaris to the French by positioning it, through dialogue, imagery and
music, as Ia French voiture, and where 'Nessie' the Loch Ness monster
makes a rare appearance to associate the brand (Ballantine's Scotch
Whisky) with its country of origin.
As a linguist I am intrigued by the mixing of languages and multiple
layers of symbolic and cultural meaning that these examples of French
xi