From: Runge11 on

"Earl Evleth" <evleth(a)> a �crit dans le message de groupe de
discussion : C77123C5.19484D%evleth(a)
> On 11/01/10 18:18, in article
> Op6dnZoaX4PqwNbWnZ2dnUVZ8kKdnZ2d(a),
> "John Rennie" <john-rennie(a)> 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.
> (
> 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)
> 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.