MARC record from Internet Archive

LEADER: 04206cam 22003974a 4500
001 9921487740001661
005 20150423134902.0
008 050623s2006 enka b 001 0 eng
010 $a 2005049995
020 $a1403949840
024 3 $a9781403949844
035 $a(CSdNU)u269767-01national_inst
035 $a(OCoLC)60791726
035 $a(OCoLC)60791726
040 $aDLC$cDLC$dBWKUK$dBAKER$dOrPss
042 $apcc
043 $ae-fr---
049 $aCNUM
050 00 $aHF5813.F8$bM37 2006
082 00 $a659.1/0944$222
100 1 $aMartin, Elizabeth.
245 10 $aMarketing identities through language :$bEnglish and global imagery in French advertising /$cElizabeth Martin.
260 $aBasingstoke [England] ;$aNew York :$bPalgrave Macmillan,$c2006.
300 $axv, 286 p. :$bill. ;$c23 cm.
504 $aIncludes bibliographical references (p. 267-279) and index.
505 0 $aLinguistic Analyses of Advertising -- Linguistic theoretical framework -- Context of situation -- Social semiotics -- The multiplicity of meaning -- The World Englishes paradigm -- Approaches to advertising -- Ideology in advertising -- Word play -- Use of foreign languages -- Imitation varieties -- Advertising bloopers -- English as a pair-language -- Language, culture, and identity -- The Global Consumer -- Globalization and advertising -- Advertising industry's perspective -- Cultural representation and identity -- Consumer reactions to globalization -- Post 9/11 debates -- Advertising with global discourse and imagery -- Global media and communication technologies -- Multiracial casting -- Mood imagery, illusion, and 'the best of both worlds' -- Cultural identity, stereotypes, and foreign languages -- Seducing the French with Americana -- French perceptions of 'America' -- American culture as experienced in France -- French intellectuals' visions of America -- Reactions to American media -- 'Slices of Americana' in French advertising -- American landscapes -- American celebrities -- American way of life -- Elements of American culture -- Fictional TV and movie characters -- Hollywood musicals and TV dramas -- Adaptations for the French Market -- Approaches to international advertising -- Testimonials from ad agencies in Paris -- Advertising a la francaise -- Symbolism and cultural references -- Humor and sexual appeals -- Word play -- Natural ingredients -- Environmental protection -- Logic and intelligence -- Global campaigns tailored to French audiences -- Addressing the French as Europeans -- Advertising specifically designed for the French -- Language Mixing and Translation in French Advertising Copy -- Motivations for using English -- English as a global language -- English as a mood enhancer -- English as a vehicle for cultural export -- Humor, brand recall, and origin -- Audiences and product categories -- Product categories favoring English -- Gender-specific English -- Youth Frenglish -- Advertising for tourists -- Bilingual creativity -- Linguistic innovations -- Word order and punctuation -- Phonological cues and pronunciation -- Semantics -- Bilingual puns -- Multimodal mixing -- Translations -- Direct translations -- Slightly modified translations -- Code-mixed translations -- French Resistance to English -- Language planning in France -- The Toubon Law -- French public's attitudes towards English -- The advertising industry's reaction -- Circumvention of the legislation -- Print size of French translations -- Music soundtracks -- Product names, labels, and assimilated borrowings -- English-language product features -- Use of copyright -- Referencing legislation in advertising copy -- Sample List of Authorized Anglicisms Issued by the BVP -- Web Resource Directory.
650 0 $aAdvertising$zFrance.
650 0 $aAdvertising$xLanguage.
650 0 $aMultilingualism.
650 0 $aMulticulturalism.
650 0 $aIntercultural communication.
650 0 $aGlobalization.
938 $aBaker & Taylor$bBKTY$c115.00$d115.00$i1403949840$n0006507422$sactive
949 $aHF 5813.F8 M37 2006$i31786102070726
994 $a92$bCNU
999 $aHF 5813 .F8 M37 2006$wLC$c1$i31786102070726$lCIRCSTACKS$mNULS$rY$sY $tBOOK$u4/25/2006