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| Author: | Martin, E.A. |
| Title: | Global advertising à la Française: designing ads that "speak" to french consumers |
| Journal: | Journal of Language for International Business
2005 : VOL. 16:1, p. 76-95 |
| Index terms: | Languages Business Communication Advertising France |
| Language: | eng |
| Abstract: | This article examines how multinational companies are adapting their advertising to the European market using an example of ads addressing French consumers. Topics such as global discourses and imagery, language mixing, translation of advertising copy, and references to French or European culture or popular media are discussed. The results show that English and global imagery are used significantly in international advertising, and the language mixing has not been stepped in by the French language legislation. But even though consumers are treated as global consumers, the tailoring of the ads to local audiences is recognized as very important. |
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