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<p>That reminds me of Helen Kelly-Holmes (2004) book 'Advertising as Multilingual Communication':</p>
<p><a href="http://www.palgrave.com/page/detail/advertising-as-multilingual-communication-helen-kellyholmes/?K=9781403917256">http://www.palgrave.com/page/detail/advertising-as-multilingual-communication-helen-kellyholmes/?K=9781403917256</a></p>
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<div style="FONT-SIZE: 16px; FONT-FAMILY: Times New Roman; COLOR: #000000"><font size="2" face="Arial">Among other things, she writes about the idea of 'linguistic fetish' in advertising. She has written elsewhere about linguistic fetish as well.
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<div style="FONT-SIZE: 16px; FONT-FAMILY: Times New Roman; COLOR: #000000"><font size="2" face="Arial">Elizabeth Martin has also done useful work along this theme with respect to the use of French and English in advertising, including her book 'Marketing Identities
through Language: English and Global Imagery in French Advertising':</font></div>
<div style="FONT-SIZE: 16px; FONT-FAMILY: Times New Roman; COLOR: #000000"><a href="http://www.palgrave.com/page/detail/marketing-identities-through-language-elizabeth-martin/?K=9781403949844">http://www.palgrave.com/page/detail/marketing-identities-through-language-elizabeth-martin/?K=9781403949844</a></div>
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<div style="FONT-SIZE: 16px; FONT-FAMILY: Times New Roman; COLOR: #000000"><font size="2" face="Arial">Best,</font></div>
<div style="FONT-SIZE: 16px; FONT-FAMILY: Times New Roman; COLOR: #000000"><font size="2" face="Arial">Francis</font></div>
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<div><font color="#000000" size="2" face="Arial">--</font></div>
<div><font color="#000000" size="2" face="Arial">Francis M. Hult, Ph.D.</font></div>
<div><font size="2" face="Arial">Associate Professor</font></div>
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<div><font size="2" face="Arial">Centre for Languages and Literature</font></div>
<div><font face="Arial">Lund University</font></div>
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<div><font face="Arial"></font> </div>
<div><font face="Arial">Web: <a href="http://www.sol.lu.se/en/sol/staff/FrancisHult/">
http://www.sol.lu.se/en/sol/staff/FrancisHult/</a></font></div>
<div><font face="Arial"></font></div>
<div><font face="Arial"></font> </div>
<div><font face="Arial">Editor, Educational Linguistics book series</font></div>
<div><font face="Arial"><a href="http://www.springer.com/series/5894">http://www.springer.com/series/5894</a></font></div>
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<div id="divRpF439918" style="DIRECTION: ltr"><font color="#000000" size="2" face="Tahoma"><b>From:</b> lgpolicy-list-bounces@groups.sas.upenn.edu [lgpolicy-list-bounces@groups.sas.upenn.edu] on behalf of Harold Schiffman [haroldfs@gmail.com]<br>
<b>Sent:</b> Sunday, February 01, 2015 19:39<br>
<b>To:</b> Language Policy List<br>
<b>Subject:</b> Re: [lg policy] a semiotic analysis<br>
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<div>Dear Dr. Mostari,<br>
<br>
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I would also add to the list of possibilities here the topic of "foreign branding"<br>
which is something well-known in the field of advertising, but not well studied<br>
in sociolinguistics. You can (1) just google the topic and see what comes up;<br>
</div>
(2) Consult the bibliographies of two excellent papers done by students in<br>
my class (Language and Popular Culture):<br>
<br>
1. Bilkey, Warren J. and Erik Nes. 1982. ''Country-of Origin Effects on Product Evaluations." Journal of International Business Studies 13:89- 99.<br>
<br>
<br>
<br>
2. Brown, Heidi. “Liquor Quicker.” Forbes Magazine. April 15, 2002.<br>
<br>
<br>
<br>
<br>
<br>
3. Han, C. Min. "Country Image- Halo or Summary Construct." Journal of Marketing Research. Volume 26, May 1989. p. 222-229.<br>
<br>
<br>
<br>
4. Hastak, M. and Sung-Tai Hong, 1991. ''Country-of-Origin Effects on Product Quality Judgments: An Informational Integration. Psychology and Marketing 8:129-143<br>
<br>
<br>
<br>
5. LeClerc, France, Bernard H. Schmitt, and Laurette Dubé. "Foreign Branding and Its Effect on Product Perceptions and Attitudes." Journal of Marketing Research. Volume 31, May 1994, p. 263- 270.<br>
<br>
<br>
<br>
6. Onkvisit, Sak, and John J. Shaw. International Marketing: Analysis and Strategy. New Jersey: Prentice Hall, 1997. 260-264.
<br>
<br>
<br>
<br>
7. Passmore, Nick. “Vodka Rocks!” Forbes Magazine. July 27, 2004.<br>
<br>
<br>
<br>
8. Pokhlebkin, William. A History of Vodka. London: Verso Press, 1992.<br>
<br>
<br>
<br>
9. Smirnoff Vodka. <<a href="http://www.smirnoff.com" target="_blank">www.smirnoff.com</a>> Accessed October 12, 2004.<br>
<br>
<br>
<br>
10. Stolichnaya Russian Vodka. <<a href="http://www.stoli.com" target="_blank">www.stoli.com</a>> Accessed October 11, 2004.<br>
<br>
<br>
<br>
Elle Magazine. October 2000, Volume XVI, Number 2, No. 182. New York: Hachette<br>
<br>
Filipacchi Magazines, Inc. <br>
<br>
Jaffe, Eugene D., and Carlos R. Martinez. “Mexican consumer attitudes towards domestic and<br>
<br>
foreign products.” Journal of International Consumer Marketing. 7(3), 1995. 7-27.
<br>
<br>
Han, C. Min. “Country image: Halo or summary construct?” Journal of Marketing Research.<br>
<br>
26(2), May 1989, 222-229.<br>
<br>
Harris, Richard Jackson, Bettina Garner-Earl, Sara J. Sprick and Collette Carroll. “Effects of<br>
<br>
foreign product names and country-of-origin attributions on advertisement evaluations.”<br>
<br>
Psychology & Marketing. 11(2), Mar-Apr 1994, 129-144.<br>
<br>
Hastak, Manoj; Hong, Sung-tai. “Country-of-origin effects on product quality judgments: An<br>
<br>
information integration perspective.” Psychology & Marketing. 8(2), Summer 1991, 129-143.<br>
<br>
LeClerc, France, Bernd H. Schmitt, and Laurette Dub. "Brand name a la franaise? Oui, but for<br>
<br>
the right product." Advances in Consumer Research. Volume 16, 1989. p. 253-257.<br>
<br>
LeClerc, France, Bernd H. Schmitt, and Laurette Dub. "Foreign Branding and Its Effect on<br>
<br>
Product Perceptions and Attitudes." Journal of Marketing Research. Volume 31, May<br>
<br>
1994, p. 263-270.<br>
<br>
Onkvisit, Sak, and John J. Shaw. International Marketing: Analysis and Strategy. Chapter 7.
<br>
<br>
New Jersey: Prentice Hall, 1997. 260-264. <br>
<br>
Peabody, Dean. National Characteristics. Cambridge.<br>
<br>
Steele, Valerie. Paris Fashion: a Cultural History. Oxford, New York : Berg, 1998<br>
<br>
</div>
The two papers these bibliographies are from are listed here:<br>
<br>
<a href="http://ccat.sas.upenn.edu/~haroldfs/popcult/handouts/adverts/goodones/goodones.html" target="_blank">http://ccat.sas.upenn.edu/~haroldfs/popcult/handouts/adverts/goodones/goodones.html</a><br>
<br>
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Hope his helps!<br>
<br>
HSchiffman<br>
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<div class="gmail_extra"><br>
<div class="gmail_quote">On Sun, Feb 1, 2015 at 8:09 AM, Jeffrey Kallen <span dir="ltr">
<<a href="mailto:JKALLEN@tcd.ie" target="_blank">JKALLEN@tcd.ie</a>></span> wrote:<br>
<blockquote class="gmail_quote" style="PADDING-LEFT: 1ex; MARGIN: 0px 0px 0px 0.8ex; BORDER-LEFT: #ccc 1px solid">
Dear Mostari,<br>
<br>
In addition to works by Kress and van Leeuwen, Scollon and Scollon, and others which fit into Linguistic Landscape research (including Francis's own excellent work), there's a very useful volume by Keiko Tanaka called *Advertising Language: A Pragmatic Approach
to Advertisements in Britain and Japan* (London: Routledge, 1994) which you might want to consider. Though based in Relevance Theory, you don't have to be working in Relevance Theory to get a lot from it. It has some very acute observations on semiotic aspects
of advertising, particularly relating it to cultural values and the semiotics of expression. Then there's Guy Cook's *The Discourse of Advertising* (London: Routledge -- 2nd ed. 2001), which also bridges connections between linguistics and discourse analysis
and semiotic approaches. There are of course other approaches, but these are two sources I can vouch for.<br>
<br>
Best wishes,<br>
<br>
<br>
Jeff<br>
<br>
<br>
Jeffrey L. Kallen<br>
Associate Professor of Linguistics and Phonetics<br>
Centre for Language and Communication Studies<br>
Trinity College Dublin<br>
Dublin 2<br>
Ireland<br>
________________________________________<br>
From: <a href="mailto:lgpolicy-list-bounces@groups.sas.upenn.edu" target="_blank">
lgpolicy-list-bounces@groups.sas.upenn.edu</a> [<a href="mailto:lgpolicy-list-bounces@groups.sas.upenn.edu" target="_blank">lgpolicy-list-bounces@groups.sas.upenn.edu</a>] On Behalf Of Francis Hult [<a href="mailto:francis.hult@englund.lu.se" target="_blank">francis.hult@englund.lu.se</a>]<br>
Sent: 01 February 2015 10:41<br>
To: mostari hind; Language Policy List<br>
Subject: RE: [lg policy] a semiotic analysis<br>
<div>
<div class="h5"><br>
Hi Mostari,<br>
<br>
<br>
<br>
There are several approaches. She might have a look at Kress and van Leeuwen's (1996) key work 'Reading Images: The Grammar of Visual Design', which has been widely applied and expanded in various ways. For instance, I have drawn upon Scollon & Scollon's
work on geosemiotics (see, for example, their 2003 book 'Discourses in Place: Language in the Materials World'), which builds on Kress and van Leeuwen, among others. I recently used geosemiotics in a study of advertising in a bilingual city in this paper:<br>
<br>
Hult, F.M. (2014). Drive-thru linguistic landscaping: Constructing a linguistically dominant place in a bilingual space. International Journal of Bilingualism, 18, 507-523.<br>
<br>
<br>
<br>
There are many studies using various semiotic approaches to advertising so she should be able to find examples that relate to the orientation she wants to take.<br>
<br>
<br>
<br>
Best,<br>
<br>
Francis<br>
<br>
<br>
<br>
________________________________<br>
From: lgpolicy-list-bounces+francis.hult=<a href="mailto:englund.lu.se@groups.sas.upenn.edu" target="_blank">englund.lu.se@groups.sas.upenn.edu</a> [lgpolicy-list-bounces+francis.hult=<a href="mailto:englund.lu.se@groups.sas.upenn.edu" target="_blank">englund.lu.se@groups.sas.upenn.edu</a>]
on behalf of mostari hind [<a href="mailto:hmostari@yahoo.com" target="_blank">hmostari@yahoo.com</a>]<br>
Sent: Saturday, January 31, 2015 22:41<br>
To: Language Policy List<br>
Subject: [lg policy] a semiotic analysis<br>
<br>
Hi all ,<br>
I am supervising a PHD student working on semiotic analysis of advertisment , is there any approach to follow up in her analysis , I am a linguist but not a specialist in semiotics.<br>
I guess it should be an approach to follow up . She is saying there are no approaches , I disagree !<br>
<br>
Many thanks<br>
Dr Mostari<br>
<br>
<br>
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<div class="gmail_signature">=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+<br>
<br>
Harold F. Schiffman<br>
<br>
Professor Emeritus of <br>
Dravidian Linguistics and Culture <br>
Dept. of South Asia Studies <br>
University of Pennsylvania<br>
Philadelphia, PA 19104-6305<br>
<br>
Phone: (215) 898-7475<br>
Fax: (215) 573-2138 <br>
<br>
Email: <a href="mailto:haroldfs@gmail.com" target="_blank">haroldfs@gmail.com</a><br>
<a href="http://ccat.sas.upenn.edu/~haroldfs/" target="_blank">http://ccat.sas.upenn.edu/~haroldfs/</a>
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