Marketing Identities Through Languageoffers a unique perspective on the global spread of English and the many visual and verbal strategies used by advertisers to entice the French consumer. 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 ad agencies and a wealth of detailed examples from television and print media, she illustrates the delicate balance involved in redesigning international advertising to appeal to the French market while highlighting the impact of globalisation on the French consumer's identity and perceptions of language. With its interdisciplinary approach, this book will appeal to students and researchers in both sociolinguistics, language planning and in international marketing and copywriting.

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