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 market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.

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Reviews

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 planning and many other areas of sociolinguistics and applied linguistics.' - Helen Kelly-Holmes, Multilingua, Journal of Cross-Cultural and Interlanguage Communication

About the author

ELIZABETH MARTIN is Assistant Professor of French and Director of Commercial French Studies at the University of Illinois at Urbana-Champaign, USA, where she directs the Commercial French Studies program and designs French-for-Specific-Purposes (FSP) courses for advertising, business, architecture, engineering and music. Her main research interests include language-mixing in advertising and intercultural business communication.

Bibliographic Information

Book Title: Marketing Identities Through Language
Book Subtitle: English and Global Imagery in French Advertising
Authors: Elizabeth Martin
DOI: https://doi.org/10.1057/9780230511903
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Language & Linguistics Collection, Education (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2006
Hardcover ISBN: 978-1-4039-4984-4Published: 30 November 2005
Softcover ISBN: 978-1-349-52600-0Published: 01 January 2006
eBook ISBN: 978-0-230-51190-3Published: 30 November 2005
Edition Number: 1
Number of Pages: XV, 286
Topics: Marketing, Linguistics, general, Sociolinguistics, Media Studies

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Table of contents (8 chapters)

Front Matter

Back Matter

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