Études des figures de rhétorique dans les messages publicitaires en français au service de l’enseignement du FLE

Details

Supervisors

Lucchini, Silvia ; VU, Xuan Doan

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en langues et lettres françaises et romanes, orientation français langue étrangère, à finalité spécialisée

Abstract

enThe advertising messages containing rhetorical figures are captivating and easy to remember. Therefore, they can be used as a teaching aid in FLE classes and as a studies object. Our dissertation not only analyzes advertising messages but also tries to better understand the functions of rhetorical figures in French advertising and the possibility of using these figures in FLE classes. Our research questions are : 1. What rhetorical figures are used in French advertising messages ? What are their functions ? 2. Can advertising messages in French containing rhetorical figures be used as teaching aids in FLE classes ? To answer these questions, we opt for the inductive method. We collected 165 advertising messages in French using rhetorical figures on social networks, on the websites of French-speaking brands, and communication websites. Our analyses have shown that rhetorical figures attract the attention of the target audience, influence their emotional state, and create a strong impression to encourage people to consume. The figures most frequently used are hyperbole (21.1%), repetition (15.6%), and metaphor (11.7%). Other figures are also common. These are personification, gradation, antithesis, and chiasm, with the percentages of 11.1%, 10%, 6.7%, and 6.7% respectively. We have also found that advertising messages in French using rhetorical figures can be used in FLE class as an effective trigger document or interesting examples for language practice. They can also be used in the form of vocabulary exercises, grammar, or phonetic training. We have selected the most common figures to develop a series of activities in FLE class at the intermediate level.