French Identity in Modern French Advertising: Language and Culture

Abstract

This article will analyze the concept of “French identity” in the theory of French researchers. Then we will consider the reflection of its main “pillars” in modern advertising. The concepts of different researchers differ from each other. The article deals with the theories of F. Braudel, R. Debray and P. Veil. Among the most important factors of French identity are: the French language and culture, a positive assessment of the French revolution, the principle of equality, respect for history and the past, a preference for words rather than images, and a cautious attitude to absolute happiness. They say that advertising is “a cultural weapon of economic domination and an economic weapon of cultural domination”. The ad appeals to all French people, so it would be interesting to see how it reflects the appeal to French identity. This is the purpose of this article. Modern advertising creates a new mythology. It not only reflects what is deep in the subconscious of the nation, but also creates its own new culture, drawing material not always from the native soil. The influence of not just globalization, but specifically American culture in this area is not in doubt: this is the culture of smiles, and the preference for a visual series of informative, and some iconic elements of mass culture (music, movies). However, you can feel the spirit of France in other things that are not always obvious: themes, symbols, sound design. The conclusion is also drawn in the article about new trends in modern advertising that bring to the forefront such human values as altruism and concern for the world around us.

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