In line with a recent trend in sociolinguistic research focusing on the visual dimension of multilingual urban environments, this study investigates multilingualism, as seen in street signage, more particularly shopfronts, in the Parisian neighbourhood of Belleville. Through this illustrative account, the study aims to highlight the ways in which,…

Whereas in Quebec the use of English is seen as a threat to the French language, English words are often used in France, particularly in advertising. They imply certain values: British words suggest elite status; U.S. ones promise technological progress, freedom, and fun. The adaptation of English words is described. (18 references) (Author/LB)