Quotation Lick, Erhard, Wochele, Holger. 2008. Kentucky Fried Chicken vs. Poulet Frit Kentucky Anglophone and francophone Canada: the strategies pursued by fast food restaurants for naming their products. ICOS: Twenty-third International Congress of Onomastic Sciences, Toronto, Kanada, 17.08.2008 - 22.08.2008.


RIS


BibTeX

Abstract

When advertising to different cultural and linguistic target groups one has to decide between standardization and adaptation of, on the one hand, one’s advertising campaign, and, on the other hand, the names of the products offered. In the particular bilingual context of Canada, which also entails questions of identity, we will examine the product names as well as the branding of their ingredients, of world wide operating fast food chains, such as McDonald’s, Kentucky Fried Chicken (Poulet Frit Kentucky), Burger King, etc. We have selected a corpus of product names and we intend to demonstrate how the product names differ between Quebec and anglophone Canada. In addition, we will compare the product names chosen to their corresponding names in other francophone and anglophone countries (France, Belgium, Switzerland; USA). Finally, we will show how the differences in the naming strategies which companies pursue reflect the various forms of collective identities and language awareness in different societies (in the case of McDonald’s: MacPoulet [Canada] vs. McChicken [France])

Tags

Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Kentucky Fried Chicken vs. Poulet Frit Kentucky Anglophone and francophone Canada: the strategies pursued by fast food restaurants for naming their products
Event ICOS: Twenty-third International Congress of Onomastic Sciences
Year 2008
Date 17.08.2008 - 22.08.2008
Country Canada
Location Toronto
URL http://www.yorku.ca/vpaweb/ICOS2008/

Associations

People
Lick, Erhard (Former researcher)
Wochele, Holger (Details)
Organization
Institute for English Business Communication (Mautner) (Details)
Institute for Romance Languages IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5320 Marketing (Details)
6604 Applied linguistics (Details)
6605 English language and literature (Details)
6613 Onomastics (Details)
6615 Romance studies (Details)
Google Scholar: Search