University of Illinois Urbana-Champaign

Code-Mixing and Imaging of America in France: The Genre of Advertising

Martin, Elizabeth Ann

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Description

Title
Code-Mixing and Imaging of America in France: The Genre of Advertising
Author(s)
Martin, Elizabeth Ann
Issue Date
1998
Doctoral Committee Chair(s)
Kachru, Braj B.
Department of Study
French
Discipline
French
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Language
eng
Abstract
Despite language legislation in France specifically designed to protect the French language from the influence of English, French advertising continues to exploit anglicisms for their socio-psychological effect on consumers. This descriptive study explores some 2400 television commercials and 1800 magazine advertisements collected in France. Interviews with copywriters in top Paris advertising agencies supplement the data. The primary objectives of the dissertation are (i) to determine the degree to which anglicisms and American imagery appear in French advertising; (ii) to categorize these elements in terms of advertising medium, product domains, and positioning in the advertisement; (iii) to quantitatively and qualitatively describe the lexicogrammatical and visual features of code-mixed advertisements; and (iv) to document current attitudes among advertising specialists in France regarding the effectiveness of using English in advertising, strategies for doing so, and French laws that penalize those who do.
Graduation Semester
1998
Type of Resource
text
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http://hdl.handle.net/2142/86294

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