The volume is published in a historical moment in Europe in which the European Commission is celebrating the 10th Anniversary of the Barcelona Agreement (2002-2012), which emphasized the importance of learning two languages in addition to the mother tongue. The volume reflects on strategies for achieving these objectives, while underlining the belief that creativity is a skill which needs to be identified, stimulated and nurtured for the benefit of the entire society.
Section 1: Creativity, Cultures and Language Use
Section 1 Creativity, Cultures and Language Use RÉGINE LAUGIER Languages, Cultures and the Discourse of Advertising It is a social fact that advertising is everywhere. It surrounds, affects and overwhelms us and it is now an integral part of our time-space. Commercials pervade our daily environment and characterize most collective events with their slogans. The invasive nature of advertis- ing makes it the ideal vector for all aspects shared by language and culture. In order to be effective, it has to take into consideration po- tential buyers, their identity, their tastes and their everyday life. For this reason, this means of communication is extremely attentive to social evolution and linguistic changes. The images and wording used reflect the ways of acting and the collective representations of a lin- guistic community, as well as its relationship with its language. As a consequence – they are a relevant resource for learning cultures and languages. In the following sections, I will analyze the way advertising makes use of linguistic changes to convey the image of collective social representations. After a brief overview of the communication features of images and texts in advertising, I will deal with the strict relationship between advertising and wording and their cultural and intercultural implications in a learning perspective. 28 1. Characteristics of the advertising discourse 1.1 Heterogeneity The message in advertising is not only pervasive and invasive, but it employs heterogeneous communication channels more than any other means. It can essentially be defined as a multicode and iconotextual...
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