Overview

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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9781349526000

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

Author Information

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.

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