Multilingualism and Web advertising: addressing French-speaking consumers

Abstract

Drawing inferences from both quantitative and qualitative data, this study examines the extent to which American companies tailor their Web advertising for global audiences with a particular focus on French-speaking consumers in North America, Europe, Africa, the Caribbean and French Polynesia. Explored from a sociolinguistic and social semiotic perspective, advertising is seen as being strongly rooted in symbolic and cultural codes that are designed to have an emotional impact on consumers. This analysis also draws on the notion of ‘language display’ to explore strategies involving English borrowings used to appeal to French-speaking audiences and the indisputable link between language and identity. By analysing the latest trends in international e-marketing practices, this research underscores the cultural differences among global consumers and the importance of tailoring corporate websites to audiences in different markets.