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Title:
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Zur Entwicklung der Französischen Marketingsprache. Eine Terminologische Untersuchung der Fachzeitschrift Revue Française du Marketing
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Author:
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Regina Hänchen
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Email:
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Degree Awarded:
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Vienna University
, Department for Romance Languages
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Degree Date:
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1999
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Linguistic Subfield(s):
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Text/Corpus Linguistics
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Subject Language(s):
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French
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Director(s):
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Peter Schifko
Franz Rainer
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Abstract:
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The main issue of this study is to find out how French marketing terminology has developed since the beginning of marketing research, practice and education in France from the 1960s until now, i.e. the late 1990s. It is assumed that the progress in marketing manifests itself linguistically, for example by the creation of new terms or collocations or (at least) a more frequent use of certain terms that come into "fashion". The Revue Frangaise du Marketing, a French specialist journal of marketing, which has appeared regularly since 1956, constitutes a representative sampling frame of the complex marketing discourse. It can be regarded as an adequate object for terminological and diachronic analysis. Corpus Linguistics forms an appropriate methodological approach since it facilitates a quantitative and qualitative access to a large number of texts. This approach however needs a machine-readable corpus, which has to be as representative as possible for the sampling frame and should also be determined by the aims of the study. With this in mind, a corpus has been designed, which consists of eight subcorpora, each representing a period of five years. The whole sample contains 1,040 pages and about 500,000 tokens. With the aid of the computer program WordSmith Tools it has been found out that the terminological and collocational developments coincide to a large degree with those of the discipline. A "life-cycle-model" based on the frequency of the "central" marketing terminology reflects the use of a typical term over time in scientific marketing discourse. In addition, the exemplary analysis of five central terms (marketing, communication, client/clienthle, cible) led to some interesting results concerning processes of term formation in marketing discourse.
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