eLIBRARY ID: 8377
ISSN: 2074-1588

eLIBRARY ID: 8377
ISSN: 2074-1588

En Ru
French Advertising in the Context of Cultural Diversity

French Advertising in the Context of Cultural Diversity

Published: 12/31/2021

Keywords: French advertising; multiculturalism; cultural diversity; traditions; tolerance; cultural non-involvement; migrants; fear; couscous; school

To cite this article

Glazova E.A. French Advertising in the Context of Cultural Diversity. // Moscow University Bulletin. Series 19. Linguistics and Intercultural Communication 2021. Issue 4. 59-67

Issue 4, 2021

Abstract

<p>
     At the end of the last century, the concept of multiculturalism came to Europe from Canada, which was considered the answer to all social issues. Currently, this concept has failed. And it was replaced by the era of polyculturalism. The polycultural environment is now spoken of in relation to all areas of human activity. In the last two decades, the policy of multiculturalism has shown its failure in French society. This is confirmed by the terrible statistics of attacks and terrorist attacks in France. The need for a polycultural environment has become particularly acute. French advertising does not directly address the cross-cultural conflict that exists in French society. However, it is a reflection of the ideology and social policy of the country. The turning point in the attitude towards black migrants in France is the 70s. In the 90s, a trend of passive tolerance appeared in advertising. In 2000, the presence of models of different nationalities in advertising became an unspoken imperative. However, just showing people of different skin colors is not a guarantee of successful cultural interaction. This study will focus on the analysis of French advertising in terms of its reflection of the polycultural environment.
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