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]

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