Culture/Interculturalité: Quels enjeux dans la compréhension et l’interprétation du discours publicitaire?

To ensure its success, an advertisement must be in harmony with social values, so that his speech fits into society without risk of rejection or indifference. It must also stir up cravings by marrying the desires of individuals. It must therefore be consistent with the socio-cultural environment which determines the consumer's expectations by providing a self-image to which he can relate Thus, encoding and decoding of an advertising discourse challenge, in addition to linguistic competence, communicative and language competence, that is to say the contextual and situational norms that govern the practical use of language, among other relevant cultural knowledge. It is in this cultural knowledge that we may encounter difficulties of interpretation and understanding,, which can lead in time to a difference between the interpretation that the person provides and the anticipated or desired by the speaker.