Adaptation des emprunts à l'anglais dans le discours du marketing : une étude synchronique sur les blogues français du marketing

This article presents a synchronic analysis of English loanwords in French marketing blogs from 2018 to 2023. The aim is to identify and analyse trends in the orthographic adaptation of these borrowings. The study examines the conformity of these loanwords to the standards set by dictionaries and the orthographic rules of the Conseil supérieur de la langue française (1990). The concepts of linguistic borrowing, marketing language, and blogs as a discursive genre are first defined. From a corpus of 2,943 blogposts, comprising a total of 2,071,568 words, 458 distinct borrowings were found. These borrowings were classified into three categories: full borrowings (90.83%), adapted borrowings (6.33%), and hybrid borrowings (2.84%). Each group of borrowings was checked in FranceTerm, Larousse, and Le Robert, and compared with the official spelling rules. The results show a predominance of integral borrowings, with a minority of adapted and hybrid borrowings, illustrating current trends and the variable compliance of these borrowings with French linguistic norms.