Elizabeth Martin, Assistant Professor

Elizabeth Martin joined the CSUSB faculty in 2007, specializing in French for the professions, sociolinguistics and foreign language pedagogy.  Her publications include a book on language-mixing in French advertising (Marketing Identities Through Language,  Palgrave Macmillan) along with book chapters and articles on various topics in sociolinguistics and intercultural business communication.

Language: French (Foreign language pedagogy, language for specific purposes (LSP), language policy and planning,  language contact in media)

Courses :

Fall 2007
FREN 470: Introduction to Advertising in France
FREN 290:  French Literature in English

Winter 2008
FREN 409:  Business French 
FREN 307:  Phonetics
FREN 290:  French Literature in English

Spring 2008
FREN 350: Advanced French Composition
FREN 290:  French Literature in English

Summer 2008
FREN 290:  French Literature in English

Research Activities/Interests: French for the professions and sociolinguistics (e.g., language policy and planning,  language contact in media)


Selected Publications:

Book
(2006) Marketing Identities Through Language: English and Global Imagery in French
Advertising. London: Palgrave Macmillan.

Articles
(Forthcoming) “Language-Mixing in French Print Advertising“.  Journal of Creative Communications (Ahmedabad, India:  Sage Publications). (Invited contribution:  Submitted)

(2007) “Frenglish for sale: Multilingual discourses for addressing today’s global consumer”. World Englishes, 26 (2), 170-188.

(2005) “Global advertising à la française: Designing ads that ‘speak’ to French consumers”. The Journal of Language for International Business, 16 (1), 76-95.

(2003) “Managing Globally: A Study of French Business Culture for the American Executive”. The Journal of Language for International Business, 14 (2), 50-65.

(2002) “Cultural images and different varieties of English in French Television Commercials”. English Today, 18 (4), 8-20.

(2002) “Mixing English in French Advertising”. World Englishes, 21 (3), 375-401.

(2000) “Designing and Implementing a French-for-Specific-Purposes (FSP) Program: Lessons learned from ESP”. Global Business Languages, 5, 16-33.

(1999) “Language for Specific Purposes Goes On-Line,” co-authored with Douglas A. Kibbee. Global Business Languages, 4, 103-121.

(1998) “The Use of English in Written French Advertising: A Study of Code-Switching, Code-Mixing, and Borrowing in a Commercial Context”. Studies in the Linguistic Sciences, 28 (1), 159-184.

Book Chapters
(Forthcoming) “Language Policy and Multilingual Advertising in France”. In Language and the Market, eds. Helen Kelly-Holmes and Gerlinde Mautner. London: Palgrave-Macmillan. (Invited publication:  Submitted)

(2007) “World Englishes and the Media”. In The Handbook of World Englishes, eds. Braj B. Kachru, Yamuna Kachru and Cecil L. Nelson. Oxford: Blackwell Publishing, 583-600.

(2001) “English in Advertising: Update from France and Germany” (co-authored with Suzanne Hilgendorf), in The Three Circles of English, ed. Edwin Thumboo, Uni Press, National University of Singapore, 217-240.

Reviews
(In press) Advertising as Multilingual Communication. By Helen Kelly-Holmes. London: Palgrave, 2005, 224 pp. (World Englishes, 27).

(2001) Advertising in Rural India: Language, Marketing Communication, and Consumerism. By Tej K. Bhatia. Tokyo: Tokyo University of Foreign Studies, 2000, 333 pp. (World Englishes, 20 (2), 245).

(1999) A Reader in French Sociolinguistics. Edited by Malcolm Offord. Clevedon: Multilingual Matters Ltd, 1996, 213 pp. (World Englishes, 18 (1), 101-105).

(1998) Anglicisms, Neologisms and Dynamic French. By Michael D. Picone. Amsterdam: John Benjamins. 1996, 462 pp. (World Englishes, 17 (1), 97-99).

Recent Conference Presentations:
(2008) “Exploring French Culture Through Advertising,” Centers for International Business Education and Research (CIBER), St. Petersburg, FL, April 9-11.

(2007) “Language policy and multilingual advertising in France,” American Association of Applied Linguistics (AAAL), Costa Mesa, CA, April 21-24.

(2006) “CyberPub: An Online Course in French Advertising for Working Professionals,” Centers for International Business Education and Reseach (CIBER): Matters of Perspective: Culture, Communication and Commerce, Georgia Tech, April 5-8.

(2006) “French Resistance to English in the Media: Advertisers’ Circumvention of Language Policy”, Sociolinguistics Symposium 16, University of Limerick, July 6-8.

(2005) “Frenglish for Sale: Multilingual Discourses for Addressing Today’s Global Consumer,” The 14th World Congress of Applied Linguistics (AILA), Madison, WI, July 24-29.

(2005) “Targeting your audience: Gender and Age-Specific English in French Advertising,” International Association for World Englishes (IAWE), Purdue University, West Lafayette, IN, July 21-23.

(2005) “French Means Business: Language Play and Cultural References in French Advertising,” Centers for International Business Education and Research (CIBER), Park City, UT, April 6-9.

(2004) “English and Global Imagery in French Advertising: Globalization or Glocalization?” American Association of Applied Linguistics (AAAL), Portland, OR, May 1-4.

(2004) “Marketing Identities: Language-Mixing and Multicultural Images in French Advertising,” International Conference on Globalization and World Englishes: Identity and Creativity, International Association for World Englishes (IAWE), Syracuse, NY, July 16-18.

(2004) “Advertising Campaigns for Global Markets: Adapting the Message for French Consumers,” Centers for International Business Education and Reseach (CIBER): The International Business Trinity: Language, Technology, and Culture, University of Connecticut, Stamford, CT, April 1-3.

Service/Public Committees: Coordinator of Directed Language Study (FLAN 555), Project Coordinator, CSUSB ROTC Grant, Inland Empire Foreign Language Association (IEFLA) representative, Committee for Teacher Education / California Commission on Teacher Credentialing (CCTC), Organizing Committee for Languages Means Business Forum

Curriculum Vita