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From: Runge11 on 11 Jan 2010 16:27 "Earl Evleth" <evleth(a)wanadoo.fr> a �crit dans le message de groupe de discussion : C77123C5.19484D%evleth(a)wanadoo.fr... > On 11/01/10 18:18, in article > Op6dnZoaX4PqwNbWnZ2dnUVZ8kKdnZ2d(a)giganews.com, > "John Rennie" <john-rennie(a)talktalk.net> wrote: > >> It was not thus in DeGaulle's day. > > There was a push t� make having any English words in French > advertising forbidden--that was declared unconstitional. > The only requirement is that official documents have to be in > French. > > I would guess France has more English words in advertising > than French words in American advertising. There is some > use of "chic" French in the US, but not as much as English > is used here. > > The item below is in error since major portions of the Toubon law were > thrown out. > (http://www.avenir-langue-francaise.fr/articles.php?lng=fr&pg=245 > because they were unconstitional > > " En revanche, le Conseil a annul� deux dispositions de la loi, en les > jugeant contraires au principe de la libert� de pens�e et d'expression > proclam�e par l'article 11 de la D�claration des droits de l'homme et du > citoyen : > > The law was written in 1994 long after DeGaulle. > > It boiled down to official documents must be in French. > " > > ***** > > > Language-Mixing in French Print Advertising > Elizabeth Martin > > Elizabeth Martin is at Department of World Languages and Literatures, > California State University, 5500 University Parkway, UH-314, San > Bernardino, CA 92407, USA. E-mail: eamartin(a)csusb.edu. > > This article examines the use of English in French magazine advertisements > from a linguistic and legal perspective. Following an overview of language > policy planning in France, French�English mixing in recent advertising > copy > is described in terms of both bilingual creativity and strategies used to > circumvent the 1994 Toubon Law restricting the use of English in the > media. > This study provides evidence that, despite this legislation, the French > advertising industry is continuing to exploit English as both a lingua > franca in international campaigns and a pair-language for mixing that has > been specifically tailored to French audiences. This OFrenglish� mix > involves various linguistic strategies, including bilingual hybridization, > orthographic modifications, functional conversion and Ovisual glossing�, > among others. The impact of globalization on French advertising discourse > is > also explored with specific reference to information technology and > business > terminology. The data presented suggests that Paris agencies are supplying > French translations for slogans in compliance with the law while > continuing, > at the same time, to insert non-translated English in various stages of > assimilation in their advertising copy. Despite the government's effort to > curb the spread and influence of English in the media, the French > advertising landscape continues to reflect consumers� ever-evolving > linguistic behaviour and global trends. > > > |