La dimension culturelle dans l'enseignement du FLE: La place et la fonction de la publicité dans la phase de la transmission de la culture française

ABSTRACT In our study we try to find out the place and the role of printed advertisement handouts in transferring French literature. In recent years, culture has gained significance while teaching French. Foreign language teaching is no longer solely regarded as word knowledge, grammar, etc., as it also encompasses socio-cultural values of the country in which the language is spoken. Part one is given to culture as a concept. For characterizing, culture is a broad and unsteady concept. We have found out that we need to analyze the relationship between language, society, and culture. We have found out that these concepts are strongly interrelated with each other and inseparable. In part two, we have tried to found out types of cultures that will be thought in foreign language classroom, and then we have tried to understood the place of image and culture in the methodologies which are used in teaching French. We have ascertained that there are various kinds of culture and we have tried to classify them through giving examples from handouts. When have come to then point of the place of image and culture in the methodologies which are used in teaching French; we have focused on these two concepts in the history of methodology. We have found that image has been used since the beginning of the history of methodology. The significant point is to make the relationship between culture and image beneficial through modern methods. In part three, we have focused on the perception of image. We think that this plays a significant role in our study. That is the reason why we have tied to understand the position of the reader in view of image as the meaning of the image depends upon the reader. Then we have classified image in two parts: constant and active images. We have thought that this classification would help us to find out the meaning of constant image. After we have done the classification, we have tried to understand the relationship among image, media, ideology and culture. We have found out that image gains strength through allocation tool. 7 Part four is composed of advertisement as a form of message. As advertisement serves to a certain audience it can be regarded as a message. Giving information to public on a product is part of its targets. As a result of that we have decided to analyze advertisement as a communicative message. As advertisement aims at giving message to a certain audience, we can talk about this communication. However, this communication is separate and chilly. We have tried to analyze advertisement posters in relation with various communication theories. Later, we have analyzed these posters as rhetorical message. Advertisement depends upon persuasion and convince of the consumer. Advertisers, through using convincing techniques and also through adding various figures of speech, they benefit from rhetoric. After having analyzed advertisements as rhetorical messages, we have analyzed them as allegation act. Situation of utterance gains significance in advertisement posters as illocutionary. We have tried to analyze the situation of utterance in advertisement posters through three dimensions: dimensions of locutionary, illocutionary, perlocutionary. Finally, in order to understand the detailed form of advertisement posters we have analyzed them through using semiotics. We have understood that the meaning hidden in the posters depends upon the contrast of various concepts such as (fat / thin, ill / healthy, etc.) We have presented the prescribed contents and part of contents. While coming to the final points our study, we have decided to suggest a book called, "the perception and value of printed advertisement posters." We think that this book will contribute to French teaching through filling a missing part and serve as a source to semiotics researches.