The anglicisation of the advertising field: An exploratory study of resistance to a fashionable communication mode

L’anglicisation du champ publicitaire: Une étude exploratoire des résistances à un mode communicationnel qui fait mode

Philippe Robert-Demontrond and Jean-Philippe Croizean
Additional contact information
Philippe Robert-Demontrond: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Jean-Philippe Croizean: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: In France, the anglicization of advertisements is increasingly marked. This phenomenon is examined here. This is done from a perspective that comes under the heading of the Critical Management Studies - whose epistemological and pragmatic aims of denaturalizing practices are retained. It is shown that what is commonly held as obvious is not, and what is considered inevitable is also not. Our research provides four contributions: i) it points to the existence of a largely unnoticed resistance on the part of marketing practitioners - a problem of socio-cultural acceptance of the anglicization of commercial communication; ii) it analyses the grammars of criticism, the moral conventions diversely mobilized in the contestation; iii) it elucidates the moral emotions that animate this contestation at the deepest level; iv) it completes these analyses by examining the moral imagination (metaphorical representations) that organize it

Keywords: Critical Management Studies; anglicization; resistances; pragmatic sociology; Commercial communication; Communication commerciale; anglicisation; résistances; sociologie pragmatique (search for similar items in EconPapers)
Date: 2024
Note: View the original document on HAL open archive server: https://univ-rennes.hal.science/hal-04644467
References: Add references at CitEc
Citations:

Published in Management international = International management = Gestión internacional, 2024, 28 (1), pp.10-23. ⟨10.59876/a-3jt2-ghtd⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04644467

DOI: 10.59876/a-3jt2-ghtd

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().