“Frenglish” for sale: multilingual discourses for addressing today's global consumer

Martin, Elizabeth

doi:10.1111/j.1467-971x.2007.00500.x

Cited by 73 publications

(89 citation statements)

References 30 publications

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“…The following slogan for their Big Tasty hamburger uses a combination of 'visual glossing' (Martin 2007) Although the notion of 'big' is visually glossed by the image of the product filling the screen and the expansive landscapes from the American desert Southwest featured in their TV commercial, the term 'tasty' is translated by juxtaposing it with its French equivalent goût (as in avoir du goût, 'to be tasty') in the second half of the slogan. Another 'Frenglish' McDonald's slogan promotes their cheese wrap with ranch sauce:…”

Section: Translation Strategiesmentioning

confidence: 99%

“…The symbolic value of English as a pair language in print and television advertising, however, has been investigated in different parts of Asia, Africa, Europe and South America (e.g. Baumgardner 2006;Bhatia 1987Bhatia , 1992Chen 2006;Cheshire and Moser 1994;Dumont 1998;Gerritsen et al 2000;Griffin 1997;Martin 2006Martin , 2007Martin , 2008Ovesdotter Alm 2003;Rosendal 2009;Takashi 1990;Ustinova 2006). A number of these studies draw on the world Englishes paradigm introduced by Braj Kachru (1982), a theoretical framework used to describe the various functions of English in different sociocultural contexts and the local varieties that have developed as a result of different linguistic processes.…”

Section: Introductionmentioning

confidence: 99%

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Multilingualism and Web advertising: addressing French-speaking consumers

Martin

2011

Journal of Multilingual and Multicultural Development

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Drawing inferences from both quantitative and qualitative data, this study examines the extent to which American companies tailor their Web advertising for global audiences with a particular focus on French-speaking consumers in North America, Europe, Africa, the Caribbean and French Polynesia. Explored from a sociolinguistic and social semiotic perspective, advertising is seen as being strongly rooted in symbolic and cultural codes that are designed to have an emotional impact on consumers. This analysis also draws on the notion of 'language display' to explore strategies involving English borrowings used to appeal to French-speaking audiences and the indisputable link between language and identity. By analysing the latest trends in international e-marketing practices, this research underscores the cultural differences among global consumers and the importance of tailoring corporate websites to audiences in different markets.

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Section: Translation Strategiesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Multilingualism and Web advertising: addressing French-speaking consumers

Martin

2011

Journal of Multilingual and Multicultural Development

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“…With respect to French, Piller (2003) argues that its symbolic meanings comprise a cultural stereotype based on the perception of continental French culture. 1 French in advertising text across Europe, as well as Japan, has been found to convey elegance, sophistication and femininity (Haarmann 1989;Martin 2007). Yet, as Kelly- Holmes (2005: 24) stresses, the outcome of the symbolization process is not fixed and static but always locally constructed as "the product of social, political, economic, historical and linguistic relations between different countries".…”

Section: Foreign Languages As Added Valuementioning

confidence: 99%

5. Culinary Linguistics: The Chef’s Special

Gerhardt¹,

Frobenius²,

Ley³

2015

English and American Studies in German

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CLU-SAL publishes monographs and edited collections, culturally oriented grammars and dictionaries in the cross-and interdisciplinary domain of anthropological linguistics or linguistic anthropology. The series offers a forum for anthropological research based on knowledge of the native languages of the people being studied and that linguistic research and grammatical studies must be based on a deep understanding of the function of speech forms in the speech community under study. His research focuses on spoken English, with a particular attention to narrative as well as verbal humor, and is rooted in the wide field of pragmatics. His monographs include Conversational Joking: Humor in Everyday Talk and the popular Conversational Narrative, which has recently been reprinted in paperback edition.He co-edited a handbook on phraseology and volumes on the Foundations of Pragmatics and on Humor in Interaction, which has also seen a reprint in paperback. After many years as Special Issues Editor, he is now Co-Editor in Chief of the Journal of Pragmatics. He also serves on the Consultation Board of the International Pragmatics Association (IPrA) as well as on the editorial boards of a number of journals from the fields of pragmatics and humor studies (e.g. Text and Talk and Humor).In this millennium only, he has published more than 50 articles in peerreviewed journals and edited volumes reflecting his manifold interests in language in use, its forms and functions, including topics as diverse as conjunctions, interjections, pragmatic markers, tellability, swearing, remembering, listener practices, similes, scripted performances, laughter, conflict, and the construction of identities in talk. Uniting his two passions, language and cooking, he has worked on recipes as early as 1983. His recent addition to the field of culinary linguistics is on "Conversational recipe telling" (2011).The articles in this volume were written and assembled as a token of gratitude and affection for our teacher, mentor and colleague.1. We would like to thank the student helpers of English linguistics, above all Isabel Schul and Daniel Recktenwald, for their help, and also our colleagues at the English department of Saarland University and everybody else for not "spilling the beans." Aperitivo Overview of the volume Maximiliane FrobeniusSaarland UniversityThe present volume contains a collection of original research articles from multiple disciplines, revolving around the common theme of language and food and the manifestation of the two within their cultural framework. This section gives a brief overview of the general structure of the volume and of the individual contributions.Similar to the intricate task of composing a four course meal for invited guests, the assembling of an edited volume demands a sense of "what goes together. " The metaphor of the menu serves as the vehicle for the order of contributions: we start with an introduction to the whole field of research (Antipasti), move on to contributions in the form of original research ar...

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“…The attitudes of Europeans' non-native speakers of English towards English is crucial for so many English terms fi nd their way into the different European languages. A few of the many pieces of research which have provided evidence on the presence of anglicisms in different European languages are the following: (Hilgendorf, 2007;Johansson and Graedler, 2005;Luján-García, 2011;Martin, 2007). In a studied carried out in Finland, Ranta (2010) also proves that 'Finnish students and teachers are well aware of the lingua franca role of English in the 'real world''.…”

Section: Introductionmentioning

confidence: 99%

Exposição, Atitudes e Nível de Proficiência de Inglês entre jovens estudantes na Espanha

Luján-García¹

2013

Calidoscópio

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-This paper provides an up-to-date overview of the current role of English among Spanish young students. To that end, an analysis of three important issues has been carried out. First, this research focuses on the different opportunities of the students to be in contact with English outside the classroom. Secondly, the attitudes of the participants have been examined using three different indicators; students' likeability, the importance of English, and the advantages for them of knowing English. Thirdly, the participants have self-assessed their level of profi ciency in English in the four different skills. The outcomes reveal that young participants have a limited contact with English, and it is basically through music, radio, books, computers and television. As regards the students' attitudes towards English, the results prove the positive attitude of the respondents. Finally, the participants' self-assessment of their profi ciency in English is positive, though some questions that require a refl ection are included in the discussion.

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“Frenglish” for sale: multilingual discourses for addressing today's global consumer

Cited by 73 publications

References 30 publications

Multilingualism and Web advertising: addressing French-speaking consumers

Multilingualism and Web advertising: addressing French-speaking consumers

5. Culinary Linguistics: The Chef’s Special

Exposição, Atitudes e Nível de Proficiência de Inglês entre jovens estudantes na Espanha

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