French, the last resistant in globalized advertising
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Published:2019-06-05
Issue:1
Volume:34
Page:259-275
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ISSN:1989-8193
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Container-title:Thélème. Revista Complutense de Estudios Franceses
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language:
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Short-container-title:Thélème
Abstract
In this paper, we will consider how France leads its policy of linguistic protectionism within the international market. We will namely reflect on specifically about the part of advertising translation (or no translation) to protect the French language in face of the increasing use of English. Our corpus is composed of over a hundred advertisements published in French and international press from 1990 until 2018. This corpus includes also over fifty TV spots, aired in French TV Channels in the same period.
Publisher
Universidad Complutense de Madrid (UCM)
Subject
Literature and Literary Theory,Linguistics and Language,Language and Linguistics