Mediation of an Advertising Document with the Aim of Sensitize to the Other
DOI:
https://doi.org/10.31861/pytlit2021.103.257Keywords:
intercultural awareness, advertising document, French as a foreign language, cultural mediationAbstract
The article is dedicated to the mediation of advertising documents as authentic documents that make it possible to reconcile the teaching/learning of language and culture in the language classroom. First, the research is done on the (inter)cultural potential of French and Ukrainian media advertising. Secondly, mediation is examined as a language activity that allows for a better understanding of the text and concepts of the advertisement, thus making learners aware of the culture of the Other. Moreover, cultural mediation is studied as one of the components of intercultural communication competence being indispensable for effective communication between representatives of different cultures. Four stages of mediation aimed at the development of intercultural awareness of Ukrainian students are proposed. Following the announced steps and objectives, two tracks of mediation of two types of advertising documents, printed and televised, are presented, where the mediation is carried out at three levels: iconic, linguistic and symbolic. Thus, cultural mediation, being an indispensable component of intercultural communication competence, is an essential means of preparing the learner for effective communication with representatives of other cultures.
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