French, the last resistant in globalized advertising

  • Daniela Ventura Universidad de Las Palmas de Gran Canaria
DOI: https://doi.org/10.5209/thel.60901
Keywords: globalised advertising; translation; subtitling; commercial functionality; linguistic protectionism.

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.

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Author Biography

Daniela Ventura, Universidad de Las Palmas de Gran Canaria

Doctora en "Lettres et Arts" por la Universidad Lumière-Lyon2 (Francia).

Profesora Titular de Universidad (Univ. de Las Palmas de G.C.). Dos sexenios concedidos.

Docencia en Lengua, cultura y literatura francesa.

Facultades en las que asegura la docencia en la actualidad: Facultad de Filología y Facultad de Traducción e Interpretación.

 

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Published
2019-06-05
How to Cite
Ventura D. (2019). French, the last resistant in globalized advertising. Thélème. Revista Complutense de Estudios Franceses, 34(1), 259-275. https://doi.org/10.5209/thel.60901
Issue
Vol. 34 No. 1 (2019): Dossier monographique : « Hommage à Olivier Soutet : autour de la concession »
Section
Varia

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