French Advertising in the Context of Cultural Diversity

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.
</p>

References

1. Glazova E.A. 2015. Etnicheskie stereotypy vo francuzskoy reklame: istoria evolucii. [Ethnic stereotypes in French advertising: a history of evolution]. Moscow State University Bulletin. Series 19. Linguistics and Intercultural Communication, no. 3, pp. 129–139. (In Russ.)

2. Beigbeder F. 2000. 99 Francs. Paris. (In French)

3. Bouvet L. 2015. L’insécurité culturelle. Paris. (In French)

4. Iribarne d’ P. 2006. L’étrangeté française. Paris. (In French)

5. Koubi G. 2005. Brèves remarques à propos d’une distinction entre multiculturalisme et pluriculturalisme. Revue hellénique des droits de l’homme, no. 28, pp. 1177–1279. (In French)

6. Malik K. 2015. Krach multikulturalizma. [The collapse of multiculturalism]. Russia in Global Politics. URL: https://globalaffairs.ru/articles/krah-multikulturalizma/ (accessed: 30.05.2021). (In Russ.)

7. Molchanova G.G. 2019. Kognitivnye podkhody k izmeneniu diskursa novogo pokolenia. [Cognitive approaches to the new generation worldview.] Moscow State University Bulletin. Series 19. Linguistics and Intercultural Communication, no. 1, pp. 9–18. (In Russ.)

8. Zagriazkina T.U. 2007. Francia v kulturologicheskom aspekte [France in the cultural aspect]. Moscow. (In Russ.)

9. Video hosting YouTube. URL: https://www.youtube.com/watch?v=n9b1N1sCKPU (accessed 30.05. 2021). (In Russ.)

10. Website of media resource BBC. URL: https://www.bbc.com/russian/uk/2011/02/110205_cameron_multiculturalism_failed (accessed 30.05. 2021). (In Russ.)

11. Website of media resource BBC. URL: https://www.bbc.com/russian/international/2010/10/101016_merkel_multiculturalism_failed (accessed 30.05. 2021). (In Russ.)

12. Website of media resource Gazeta.ru URL: https://www.gazeta.ru/social/2020/11/12/13358533.shtml (accessed 30.05. 2021). (In Russ.)

13. Website-blog about 80 years. URL: http://www.special80.skyrock.com/2247439633-PUBLICITE-COUSCOUS-SAUPIQUET-RICHARD-GOTAINER-1980.html (accessed 30.05. 2021). (In French)

14. Website of the TASS news agency. URL: https://tass.ru/info/9849859 (accessed 30.05. 2021). (In Russ.)

15. The advertising materials are taken from the YouTube video hosting and the website Culturepub.fr. (In French).