Addressing the Consumer in Standardised Advertisements: Linguistic Cues in French and Finnish Technology Products’ Advertising Texts.

Desavelle Hanna-Kaisa (1), Mäkinen Saku (2)
(1) CITER Center for Innovation and Technology Research Institute of Industrial Management Tampere University of Technology, Finland, Finland,
(2) CITER Center for Innovation and Technology Research Institute of Industrial Management Tampere, University of Technology, Finland

Abstract

The complexity of the challenges in global marketing communications which concern technology products arise from e.g. geographical variations, trends in globalisation and the evolutionary changes of technologies. In response to this complex environment multinational companies need to find a balance between adaptation and standardisation to achieve effective advertising. We explore linguistic cues used to address the consumer in standardised advertisements of technology products in France and Finland. The advertising texts are studied with the theory of enunciation, which takes into account the communication situation and textual organisation. Furthermore, we elaborate what the linguistic cues imply as linguistic strategies in standardised advertising. The corpus indicates that, despite standardised product information and images, consumers are approached via dissimilar linguistic means in different cultural settings, revealing a differing relationship towards technology.

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Authors

Desavelle Hanna-Kaisa
hanna-kaisa.desavelle@tut.fi (Primary Contact)
Mäkinen Saku
Author Biographies

Desavelle Hanna-Kaisa, CITER Center for Innovation and Technology Research Institute of Industrial Management Tampere University of Technology, Finland

Hanna-Kaisa Desavelle is a Ph.D. candidate at Tampere University of Technology (TUT), Finland. She holds an M.A. from The School of Modern Languages and Translation Studies at the University of Tampere (UTA). Currently she works for the Center for Innovation and Technology Research (CITER) at Tampere University of Technology. Her research interests include linguistics, intercultural communication, international marketing and technology management.

Mäkinen Saku, CITER Center for Innovation and Technology Research Institute of Industrial Management Tampere, University of Technology

Saku Mäkinen, PhD, is a Professor of Technology Management at the Institute of Industrial Management, Tampere University of Technology (TUT), Finland. Dr. Mäkinen has been previously with the Department of Marketing, Faculty of Business Administration, National University of Singapore (NUS). He received his PhD in Technology Strategy from TUT, Finland. His research interests include international business, technology and innovation strategy and management and industry evolution. He is the Director of the Center for Innovation and Technology Research (CITER, http://www.tut.fi/citer) at TUT.

Hanna-Kaisa, D., & Saku, M. (2006). Addressing the Consumer in Standardised Advertisements: Linguistic Cues in French and Finnish Technology Products’ Advertising Texts. Journal of Intercultural Communication, 6(2), 1–14. https://doi.org/10.36923/jicc.v6i2.424

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