{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-HTHDTCK9/23e0b14d-3ec9-4555-a48f-9d0c0f1aeecc/PDF","dcterms:extent":"822 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-HTHDTCK9/603217e9-aa71-4e87-b44b-6808a110d869/TEXT","dcterms:extent":"0 KB"}],"edm:TimeSpan":{"@rdf:about":"2009-2025","edm:begin":{"@xml:lang":"en","#text":"2009"},"edm:end":{"@xml:lang":"en","#text":"2025"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-HTHDTCK9","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-GMZ1HMBU"},{"@xml:lang":"sl","#text":"Vestnik za tuje jezike"}],"dcterms:issued":"2019","dc:creator":"Simon, Monika","dc:format":[{"@xml:lang":"sl","#text":"številka:1"},{"@xml:lang":"sl","#text":"letnik:11"},{"@xml:lang":"sl","#text":"str. 251-269"}],"dc:identifier":["ISSN:1855-8453","COBISSID:70925666","URN:URN:NBN:SI:doc-HTHDTCK9"],"dc:language":"fr","dc:publisher":{"@xml:lang":"sl","#text":"Znanstvena založba Filozofske fakultete"},"dc:subject":[{"@xml:lang":"sl","#text":"Air France"},{"@xml:lang":"sl","#text":"didaktika jezika"},{"@xml:lang":"sl","#text":"Francija"},{"@xml:lang":"sl","#text":"francoščina"},{"@xml:lang":"sl","#text":"marketing"},{"@xml:lang":"sl","#text":"medkulturna komunikacija"},{"@xml:lang":"sl","#text":"oglaševanje"}],"dcterms:temporal":{"@rdf:resource":"2009-2025"},"dc:title":{"@xml:lang":"sl","#text":"Culture(s) publicitaire(s) en classe de français langue étrangere| ''France is in the air'', analyse d'une campagne|"},"dc:description":[{"@xml:lang":"sl","#text":"Advertising generally relies on unique content and scenarios in the form of ''artefacts'' that are id-ally suited for raising awareness of cultural otherness and helping recipients to develop and under-stand the societal values in a particular setting. In the context of foreign language teaching, using advertisements has proven to be a particularly rich means for students to explore the full range of characteristics this phenomenon has to offer. This article presents didactic approaches to exploring the intercultural dimension in French as a foreign language (FFL) classes by focusing on the ''France is in the Air'' campaign of Air France. Seen from a comparative perspective, the campaign features many elements of the ''French Exception'' theme to communicate various forms of emotion (dream, escape, romanticism - French advertising generally has strongly compelling affective and sentimental arguments), visual and verbal aesthetics, cultural narcissism, showmanship (''spectacle''), seduction, love, and humour. It aims to convey national values abroad and symbolically portrays the elusive ideal of a glorified, mythical and timeless France to its target audience. When seen from a socio-semantic angle, the Air France campaign suggests that, above all, the nation is searching for identity and meaning while at the same time expressing eternal nostalgia for the greatness of a bygone era"},{"@xml:lang":"sl","#text":"Lieu de construction et reflet de valeurs sociétales propres au contexte dans lequel elle s'inscrit, la publicité propose des contenus et des scénarios caractéristiques, des ''artefacts'' qui se pretent idéalement a la sensibilisation pour l'altérité culturelle. Dans le cas de l'enseignement d'une langue étrangere, elle se présente comme un outil particulierement riche pour faire découvrir aux étudiants le phénomene sous diverses facettes. Cet article présente des pistes didactiques destinées a explorer la dimension interculturelle en classe de FLE (français langue étrangere), en se penchant sur la derniere campagne publicitaire de la compagnie Air France intitulée ''France is in the Air''. Étudiée dans une perspective comparative, cette campagne recele de nombreux éléments caractéristiques d'une ''exception française'' en matiere de communication publicitaire : émotion sous diverses formes (reve, évasion, romantisme), esthétique visuelle et verbale, narcissisme culturel, grand spectacle, séduction, amour, humour. Destinée a porter les valeurs nationales a l'étranger, elle offre a son public-cible un modele symbolique propageant l'idéal irréel d'une France magnifiée, mythique et atemporelle. D'un point de vue sociosémantique, ce que nous fait miroiter la campagne d'Air France est, avant tout, la réalité d'une nation en quete d'identité et de sens, éternellement nostalgique de sa grandeur passée"},{"@xml:lang":"sl","#text":"Oglaševanje se večinoma opira na edinstvene vsebine in dogodke v obliki ''artefaktov'', ki so idealni za ustvarjanje predstave o kulturni drugačnosti, obenem pa naslovnikom pomagajo prevzeti in razumeti družbene vrednote v določenem okolju. Pri pouku tujega jezika so se oglasi izkazali za izjemno uporabno sredstvo, ki učencem omogoča raziskovanje vseh vidikov, ki jih ponuja oglaševanje. Pričujoči prispevek predstavlja didaktične pristope k raziskovanju medkulturnosti pri pouku francoščine kot tujega jezika (FLE). Pri tem se osredotoča na oglaševalsko kampanjo družbe Air France z naslovom ''France is in the Air''. Primerjalna analiza omenjene kampanje je pokazala, da so v kampanji predstavljeni številni vidiki ''francoske izjemnosti''. Pri tem kampanja s pridom izkorišča naslednje prvine oglaševanja: vzbujanje najrazličnejših čustev (sanje, pobeg, romantičnost - francoski oglasi naslovnike večinoma privabljajo z zelo privlačnimi argumenti, ki vzbujajo bolj ali manj močna čustva in občutja), vizualno in jezikovno privlačna podoba ter vključevanje prvin kulturnega narcisizma, zabavljaštva (spektakel), zapeljevanja, ljubezni in humorja. Namen kampanje družbe Air France je tujcem prikazati vrednote francoskega naroda; kampanja tako ciljnemu občinstvu simbolično slika izmuzljivi ideal poveličevane, mitične in brezčasne Francije. S socio-semantičnega vidika kampanja slika francoski narod v iskanju lastne identitete in pomena, obenem pa je v njej mogoče zaznati tudi večno nostalgijo po veličini pretekle dobe"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:doc-HTHDTCK9","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-HTHDTCK9"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-HTHDTCK9/23e0b14d-3ec9-4555-a48f-9d0c0f1aeecc/PDF"},"edm:rights":{"@rdf:resource":"http://creativecommons.org/licenses/by-sa/4.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Znanstvena založba Filozofske fakultete"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-HTHDTCK9/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-HTHDTCK9"}}}}