Global marketing translation and localization for French‐speaking countries. Issue 3 (28th August 2019)

• Record Type: Journal Article
• Authors: Martin, Elizabeth
• Other Names: BHATIA TEJ guestEditor.; KATHPALIA SUJATA S. guestEditor.
• Is Part Of: World Englishes. Volume 38:Issue 3(2019)
• Page Start: 366
• Page End: 386
• Publication Date: 2019-08-28
• Subjects: English language -- Foreign countries -- Periodicals; English language -- Study and teaching -- Foreign speakers -- Periodicals; English language -- Variation -- Periodicals; Intercultural communication -- Periodicals; 428.2407
• DOI: 10.1111/weng.12429
• Languages: English
• ISSNs: 0883-2919

Abstract

Abstract: This article explores translation practices in international advertising designed for different French‐speaking countries, highlighting the myriad ways in which global brands reshape their messages to appeal to local markets. A number of factors will determine the specific approach to linguistic and cultural phenomena when adapting a global advertising campaign for local audiences. In addition to the seamless blending of translated content and multimodal language mixing appearing in advertising for these markets, one notices that the degree of French‐English mixing, types of bilingual creativity and glossing techniques differ noticeably across markets, media and product categories. Newer technologies and the social media craze have also had a profound impact on the assimilation of English borrowings.