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Marketing identities through language : English and global imagery in French advertising

Author: Elizabeth Martin
Publisher: Basingstoke [England] ; New York : Palgrave Macmillan, 2006.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Elizabeth Martin
ISBN: 1403949840 9781403949844
OCLC Number: 60791726
Description: xv, 286 pages : illustrations ; 23 cm
Contents: 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.
Responsibility: Elizabeth Martin.
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Abstract:

Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French  Read more...

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Marketing Identitites Through Language will prove useful and interesting reading for specialists and students with interests in multilingual media discoures, global Englishes, language policy and Read more...

 
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