[lg policy] a semiotic analysis

Francis Hult francis.hult at englund.lu.se
Mon Feb 2 08:03:29 UTC 2015


That reminds me of Helen Kelly-Holmes (2004) book 'Advertising as Multilingual Communication':

http://www.palgrave.com/page/detail/advertising-as-multilingual-communication-helen-kellyholmes/?K=9781403917256


Among other things, she writes about the idea of 'linguistic fetish' in advertising.  She has written elsewhere about linguistic fetish as well.

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':
http://www.palgrave.com/page/detail/marketing-identities-through-language-elizabeth-martin/?K=9781403949844

Best,
Francis



--
Francis M. Hult, Ph.D.
Associate Professor
Centre for Languages and Literature
Lund University

Web: http://www.sol.lu.se/en/sol/staff/FrancisHult/

Editor, Educational Linguistics book series
http://www.springer.com/series/5894

________________________________
From: lgpolicy-list-bounces at groups.sas.upenn.edu [lgpolicy-list-bounces at groups.sas.upenn.edu] on behalf of Harold Schiffman [haroldfs at gmail.com]
Sent: Sunday, February 01, 2015 19:39
To: Language Policy List
Subject: Re: [lg policy] a semiotic analysis

Dear Dr. Mostari,

I would also add to the list of possibilities here the topic of "foreign branding"
which is something well-known in the field of advertising, but not well studied
in sociolinguistics.  You can (1) just google the topic and see what comes up;
(2) Consult the bibliographies of two excellent papers done by students in
my class (Language and Popular Culture):

1. Bilkey, Warren J. and Erik Nes. 1982. ''Country-of Origin Effects on Product Evaluations." Journal of International Business Studies 13:89- 99.



2. Brown, Heidi.  “Liquor Quicker.” Forbes Magazine.  April 15, 2002.





3. Han, C. Min. "Country Image- Halo or Summary Construct." Journal of Marketing Research. Volume 26, May 1989. p. 222-229.



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



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.



6. Onkvisit, Sak, and John J. Shaw. International Marketing: Analysis and Strategy.  New Jersey:  Prentice Hall, 1997.  260-264.



7. Passmore, Nick.  “Vodka Rocks!” Forbes Magazine. July 27, 2004.



8. Pokhlebkin, William.  A History of Vodka.  London: Verso Press, 1992.



9. Smirnoff Vodka.  <www.smirnoff.com<http://www.smirnoff.com>> Accessed October 12, 2004.



10. Stolichnaya Russian Vodka. <www.stoli.com<http://www.stoli.com>>  Accessed October 11, 2004.



Elle Magazine.  October 2000, Volume XVI, Number 2, No. 182.  New York:  Hachette

            Filipacchi Magazines, Inc.

Jaffe, Eugene D., and Carlos R. Martinez.  “Mexican consumer attitudes towards domestic and

            foreign products.”  Journal of International Consumer Marketing.  7(3), 1995.  7-27.

Han, C. Min. “Country image: Halo or summary construct?” Journal of Marketing Research.

            26(2), May 1989, 222-229.

Harris, Richard Jackson, Bettina Garner-Earl, Sara J. Sprick and Collette Carroll. “Effects of

foreign product names and country-of-origin attributions  on advertisement evaluations.”

Psychology & Marketing.  11(2), Mar-Apr 1994, 129-144.

Hastak, Manoj; Hong, Sung-tai. “Country-of-origin effects on product quality judgments: An

information integration perspective.” Psychology & Marketing. 8(2), Summer 1991, 129-143.

LeClerc, France, Bernd H. Schmitt, and Laurette Dub. "Brand name a la franaise? Oui, but for

the right product." Advances in Consumer Research. Volume 16, 1989. p. 253-257.

LeClerc, France, Bernd H. Schmitt, and Laurette Dub. "Foreign Branding and Its Effect on

Product Perceptions and Attitudes." Journal of Marketing Research. Volume 31, May

1994, p. 263-270.

Onkvisit, Sak, and John J.  Shaw.  International Marketing: Analysis and Strategy.  Chapter 7.

New Jersey:  Prentice Hall, 1997.  260-264.

Peabody, Dean. National Characteristics. Cambridge.

Steele, Valerie.  Paris Fashion: a Cultural History. Oxford, New York : Berg, 1998

The two papers these bibliographies are from are listed here:

http://ccat.sas.upenn.edu/~haroldfs/popcult/handouts/adverts/goodones/goodones.html

Hope his helps!

HSchiffman



On Sun, Feb 1, 2015 at 8:09 AM, Jeffrey Kallen <JKALLEN at tcd.ie<mailto:JKALLEN at tcd.ie>> wrote:
Dear Mostari,

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.

Best wishes,


Jeff


Jeffrey L. Kallen
Associate Professor of Linguistics and Phonetics
Centre for Language and Communication Studies
Trinity College Dublin
Dublin 2
Ireland
________________________________________
From: lgpolicy-list-bounces at groups.sas.upenn.edu<mailto:lgpolicy-list-bounces at groups.sas.upenn.edu> [lgpolicy-list-bounces at groups.sas.upenn.edu<mailto:lgpolicy-list-bounces at groups.sas.upenn.edu>] On Behalf Of Francis Hult [francis.hult at englund.lu.se<mailto:francis.hult at englund.lu.se>]
Sent: 01 February 2015 10:41
To: mostari hind; Language Policy List
Subject: RE: [lg policy] a semiotic analysis

Hi Mostari,



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:

Hult, F.M. (2014). Drive-thru linguistic landscaping: Constructing a linguistically dominant place in a bilingual space.  International Journal of Bilingualism, 18, 507-523.



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.



Best,

Francis



________________________________
From: lgpolicy-list-bounces+francis.hult=englund.lu.se at groups.sas.upenn.edu<mailto:englund.lu.se at groups.sas.upenn.edu> [lgpolicy-list-bounces+francis.hult=englund.lu.se at groups.sas.upenn.edu<mailto:englund.lu.se at groups.sas.upenn.edu>] on behalf of mostari hind [hmostari at yahoo.com<mailto:hmostari at yahoo.com>]
Sent: Saturday, January 31, 2015 22:41
To: Language Policy List
Subject: [lg policy] a semiotic analysis

Hi all ,
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.
I guess it should be an approach to follow up . She is saying there are no approaches ,  I disagree !

Many thanks
Dr Mostari


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--
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 Harold F. Schiffman

Professor Emeritus of
 Dravidian Linguistics and Culture
Dept. of South Asia Studies
University of Pennsylvania
Philadelphia, PA 19104-6305

Phone:  (215) 898-7475
Fax:  (215) 573-2138

Email:  haroldfs at gmail.com<mailto:haroldfs at gmail.com>
http://ccat.sas.upenn.edu/~haroldfs/

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