Research Article
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The Advertising Poster: What Contribution In French Lessons?

Year 2023, Volume: 6 Issue: 1, 12 - 20, 01.01.2023

Aboutayeb Mostafa

https://doi.org/10.52704/bssocialscience.1145593

Abstract

Our article aims to present an approach that focuses on the didactisation of advertising by proposing the key tools for successful teaching of French. These publicity documents can also be used for evaluation purposes. This being said, we are going to evoke examples of activities and approaches that a teacher of FLE can use in his class, notably in the Moroccan school with its socio-cultural specificities. The latter is an inseparable factor in the production and design of the advertising poster. Among other things, we propose an analysis of the construction of the poster at the iconic and textual level, based on a corpus composed of three advertising posters representing three different telecommunications companies: Maroc Telecom -INWI - Orange. We will review the contribution of the advertising image in French lessons. In addition, we will propose a model of methodology and approach conceived for a French course by referring to our problematic presented at the beginning of our work, namely: How to achieve a semiotic approach to the advertising poster in the French language classroom? This being said, the salient points of our study are: firstly, the semiology of the advertising image. Secondly, the cultural framework and intercultural pedagogy in relation to the advertising poster. Thirdly, advertising as a didactic support in the teaching/learning of FLE.

Keywords

FLE Didactics Advertising Culture Semiotics

References

  • Abdallah-Pretceille M. 1996. Pour un autre paradigme de la culture: De la culture à la culturalité, pour en finir avec « Babel ». In Education et communication interculturelle. PUF, Paris, France, pp: 208.
  • Abdallah-Pretceille M. 2005. Pour un humanisme du divers. Dans VST - Vie sociale et traitements, no: 87, Paris, France, pp: 34-41.
  • Appadurai A. 2001. Après le colonisalisme. Les conséquences culturelles de la globalisation. Payot, Paris, France, pp: 85.
  • Buyssens E. 1967. La Communication et l'articulation linguistique. Presses Universitaires de Bruxelles, Brussels, Belgium, pp: 175.
  • Cathelat B. 1992. Publicité et société. Payot, Paris, France, pp: 223.
  • Dao TP. 2009. Message publicitaire et son utilisation dans la classe de français. ULE Université de Danang, Leviet Dung, France, pp: 95.
  • De Saussure F. 1972. Cours de linguistique générale. Publie Par, Paris, France, pp : 408.
  • Dolz J, Schneuwly B. 1998. Pour un enseignement de l’oral; Imitation aux genres formels à l’école. ESF éditeurs, Paris, France, pp: 114.
  • Everaert-Desmedt N. 2012. Réception d’une œuvre d’art: la pensée iconique. Du récepteur ou l’art de déballer son pique-nique. URL: http:/ceredi.labos.univ-rouen.fr/public/?reception-d-une-oeuvre-d-artla.html (access date: June 07, 2022).
  • Fath NE. 2010. De l'apport interculturel du spot publicitaire en didactique du FLE. Sudlangues, 13: 1-12.
  • Floch JM. 2002. Sémiotique, marketing et communication. Sous les signes, les stratégies. Formes sémiotiques. Presses Universitaires de France, Paris, France.
  • Greimas AJ. 1984. Langue Française. Entretien, 61: 121-128.
  • Hall ET. 1984. Le langage silencieux. Editions du Seuil, Paris, France, pp: 219.
  • Joly M. 2011. L’image et les signes: Approches sémiologiques de l’image fixe, Ed 2. Nathan, Paris, France, pp: 61.
  • Littré MPÉ, Hauréau B. 1885. Raimond Lulle, ermite, in Histoire littéraire de la France XXIX. Paris, France, pp : 618.
  • Maalouf A. 1998. Les identités meurtrières. Grasset & Fasquelle, Paris, France, pp: 83-184.
  • Marmisesse S, Bensa A. 2005. L’Education aux médias de la maternelle au lycée. CCNDP, Paris, France, pp: 121.
  • Moatassime A, Berque J. 1979. L'intérieur du Maghreb (XVe-XIXe siècles). Parcourir Les Collections, 20(80): 901-903. URL: https://www.persee.fr/issue/tiers_0040-7356_1979_num_20_80 (access date: July 07, 2022).
  • Roland B. 1964. Rhétorique de l'image. Communications, 4: 40-51.
  • Spitzer L. 1978. La publicité américaine comme art populaire. Poétique, 34: 54.
  • URL1: https://www.iam.ma/Lists/Publication/Attachments/20/Rapport-Annuel-Maroc-Telecom-2010_MAI-2011.pdf (access date: June 07, 2022).
  • URL2: http://www.cours-photophiles.com/index.php/les-bases-techniques-photo/102-cadrage-et-composition (access date: July 04, 2022).

The Advertising Poster: What Contribution In French Lessons?

Year 2023, Volume: 6 Issue: 1, 12 - 20, 01.01.2023

Aboutayeb Mostafa

https://doi.org/10.52704/bssocialscience.1145593

Abstract

Our article aims to present an approach that focuses on the didactisation of advertising by proposing the key tools for successful teaching of French. These publicity documents can also be used for evaluation purposes. This being said, we are going to evoke examples of activities and approaches that a teacher of FLE can use in his class, notably in the Moroccan school with its socio-cultural specificities. The latter is an inseparable factor in the production and design of the advertising poster. Among other things, we propose an analysis of the construction of the poster at the iconic and textual level, based on a corpus composed of three advertising posters representing three different telecommunications companies: Maroc Telecom -INWI - Orange. We will review the contribution of the advertising image in French lessons. In addition, we will propose a model of methodology and approach conceived for a French course by referring to our problematic presented at the beginning of our work, namely: How to achieve a semiotic approach to the advertising poster in the French language classroom? This being said, the salient points of our study are: firstly, the semiology of the advertising image. Secondly, the cultural framework and intercultural pedagogy in relation to the advertising poster. Thirdly, advertising as a didactic support in the teaching/learning of FLE.

Keywords

FLE Didactics Advertising Culture Semiotics

References

  • Abdallah-Pretceille M. 1996. Pour un autre paradigme de la culture: De la culture à la culturalité, pour en finir avec « Babel ». In Education et communication interculturelle. PUF, Paris, France, pp: 208.
  • Abdallah-Pretceille M. 2005. Pour un humanisme du divers. Dans VST - Vie sociale et traitements, no: 87, Paris, France, pp: 34-41.
  • Appadurai A. 2001. Après le colonisalisme. Les conséquences culturelles de la globalisation. Payot, Paris, France, pp: 85.
  • Buyssens E. 1967. La Communication et l'articulation linguistique. Presses Universitaires de Bruxelles, Brussels, Belgium, pp: 175.
  • Cathelat B. 1992. Publicité et société. Payot, Paris, France, pp: 223.
  • Dao TP. 2009. Message publicitaire et son utilisation dans la classe de français. ULE Université de Danang, Leviet Dung, France, pp: 95.
  • De Saussure F. 1972. Cours de linguistique générale. Publie Par, Paris, France, pp : 408.
  • Dolz J, Schneuwly B. 1998. Pour un enseignement de l’oral; Imitation aux genres formels à l’école. ESF éditeurs, Paris, France, pp: 114.
  • Everaert-Desmedt N. 2012. Réception d’une œuvre d’art: la pensée iconique. Du récepteur ou l’art de déballer son pique-nique. URL: http:/ceredi.labos.univ-rouen.fr/public/?reception-d-une-oeuvre-d-artla.html (access date: June 07, 2022).
  • Fath NE. 2010. De l'apport interculturel du spot publicitaire en didactique du FLE. Sudlangues, 13: 1-12.
  • Floch JM. 2002. Sémiotique, marketing et communication. Sous les signes, les stratégies. Formes sémiotiques. Presses Universitaires de France, Paris, France.
  • Greimas AJ. 1984. Langue Française. Entretien, 61: 121-128.
  • Hall ET. 1984. Le langage silencieux. Editions du Seuil, Paris, France, pp: 219.
  • Joly M. 2011. L’image et les signes: Approches sémiologiques de l’image fixe, Ed 2. Nathan, Paris, France, pp: 61.
  • Littré MPÉ, Hauréau B. 1885. Raimond Lulle, ermite, in Histoire littéraire de la France XXIX. Paris, France, pp : 618.
  • Maalouf A. 1998. Les identités meurtrières. Grasset & Fasquelle, Paris, France, pp: 83-184.
  • Marmisesse S, Bensa A. 2005. L’Education aux médias de la maternelle au lycée. CCNDP, Paris, France, pp: 121.
  • Moatassime A, Berque J. 1979. L'intérieur du Maghreb (XVe-XIXe siècles). Parcourir Les Collections, 20(80): 901-903. URL: https://www.persee.fr/issue/tiers_0040-7356_1979_num_20_80 (access date: July 07, 2022).
  • Roland B. 1964. Rhétorique de l'image. Communications, 4: 40-51.
  • Spitzer L. 1978. La publicité américaine comme art populaire. Poétique, 34: 54.
  • URL1: https://www.iam.ma/Lists/Publication/Attachments/20/Rapport-Annuel-Maroc-Telecom-2010_MAI-2011.pdf (access date: June 07, 2022).
  • URL2: http://www.cours-photophiles.com/index.php/les-bases-techniques-photo/102-cadrage-et-composition (access date: July 04, 2022).
There are 22 citations in total.

Details

Primary Language English
Journal Section Research Articles
Authors

Aboutayeb Mostafa 0000-0002-6802-4936

Publication Date January 1, 2023
Submission Date July 19, 2022
Acceptance Date November 10, 2022
Published in Issue Year 2023 Volume: 6 Issue: 1

Cite

APA Mostafa, A. (2023). The Advertising Poster: What Contribution In French Lessons?. Black Sea Journal of Public and Social Science, 6(1), 12-20. https://doi.org/10.52704/bssocialscience.1145593
AMA Mostafa A. The Advertising Poster: What Contribution In French Lessons?. BSJ Pub. Soc. Sci. January 2023;6(1):12-20. doi:10.52704/bssocialscience.1145593
Chicago Mostafa, Aboutayeb. “The Advertising Poster: What Contribution In French Lessons?”. Black Sea Journal of Public and Social Science 6, no. 1 (January 2023): 12-20. https://doi.org/10.52704/bssocialscience.1145593.
EndNote Mostafa A (January 1, 2023) The Advertising Poster: What Contribution In French Lessons?. Black Sea Journal of Public and Social Science 6 1 12–20.
IEEE A. Mostafa, “The Advertising Poster: What Contribution In French Lessons?”, BSJ Pub. Soc. Sci., vol. 6, no. 1, pp. 12–20, 2023, doi: 10.52704/bssocialscience.1145593.
ISNAD Mostafa, Aboutayeb. “The Advertising Poster: What Contribution In French Lessons?”. Black Sea Journal of Public and Social Science 6/1 (January 2023), 12-20. https://doi.org/10.52704/bssocialscience.1145593.
JAMA Mostafa A. The Advertising Poster: What Contribution In French Lessons?. BSJ Pub. Soc. Sci. 2023;6:12–20.
MLA Mostafa, Aboutayeb. “The Advertising Poster: What Contribution In French Lessons?”. Black Sea Journal of Public and Social Science, vol. 6, no. 1, 2023, pp. 12-20, doi:10.52704/bssocialscience.1145593.
Vancouver Mostafa A. The Advertising Poster: What Contribution In French Lessons?. BSJ Pub. Soc. Sci. 2023;6(1):12-20.
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