CADRE THÉORIQUE
Enseignement de la compréhension écrite de documents authentiques
The teaching and learning of reading is an integral part of the broader process of acquiring a foreign language Typically, this process is carried out through specific approaches, methods, and methodologies, making it essential to briefly clarify these terms.
Il existe différentes méthodes d‟enseignement/apprentissage des LE, et selon
H.Besse, la didactique des langues a connu jusqu‟à nos jours sept méthodes d‟enseignement, à savoir: la méthode naturelle, la méthode grammaire-traduction, la méthode lecture-traduction, la méthode directe, la méthode audio-orale, la méthode
The article discusses the SGAV and the contemporary communicative approach, highlighting how each method is rooted in specific conceptions of writing and offers unique methodologies for teaching and learning reading Our research focuses on teaching reading comprehension in French classes from an action-oriented perspective, necessitating the development of a theoretical framework to define and clarify key concepts The content is structured into three main sections: the first examines factors influencing reading comprehension, including reading models, reading skills, and the reading process; the second addresses the teaching of reading comprehension, utilizing techniques for identifying and discovering clues applicable during and prior to reading; and the third outlines guiding principles and key concepts of the action-oriented approach.
Reading encompasses several components, including reading comprehension models, reading processes, and strategies for understanding text, as well as varying levels of comprehension The following figure illustrates these different components of reading effectively.
Figure 1-1 Schéma des composantes de la lecture
In an interactive reading model, three components influence comprehension: the reader, the text, and the reading context According to Vigner, reading a text involves understanding and memorizing the information conveyed, which can only be realized through an interactive process that connects the text and the reader.
Le lecteur ascendant descendant interactif
Lecture lecteur texte contexte p ré le ct u re le ct u re p o st le ct u reS tr a té g ie s d e l e ct u re S tr a té g ie s m é ta co g n it ive s
The reader's identity, experiences, and knowledge play a crucial role in text comprehension To fully understand a text, readers must possess extralinguistic knowledge related to the text's context, in addition to mastering the linguistic codes of their language Furthermore, a reader's general attitude, preferences, needs, and self-perception in the learning process significantly influence their understanding This affective dimension is as vital as their linguistic and world knowledge.
Figure 1-2 Schéma du modèle de compréhension en lecture
The organization of a text plays a crucial role in the reader's comprehension process Key elements such as the author's intent, the arrangement of ideas, the text's structure, its genre, content, and writing conventions can either facilitate or hinder the reader's understanding.
The reader's experience is shaped by various contexts, including psychological, social, and physical factors These elements influence critical questions such as what to read, when to read, and the psychological conditions surrounding the reading experience It is clear that specific situational factors can either facilitate or hinder text comprehension To further clarify this concept, Moirand emphasizes the importance of understanding these contextual influences.
[59] distingue deux types de lecture: la lecture captive et la lecture volontaire
S.Moirand [59] définit „la compétence de lecture comme la capacité de trouver dans un texte l‟information que l‟on y cherche, capacité d‟interroger un écrit et d‟y repérer des réponses, capacité de comprendre et d‟interpréter les documents de manière autonome‟ Selon l‟auteur, la compétence de lecture reposerait sur trois compétences qui interviendraient simultanément:
Le lecteur devra connaợtre les modốles syntaxico-sộmantiques de la langue, c‟est-à-dire connaợtre le code linguistique (graphộmie, morphologie, syntaxe, lexique)
Firstly, vocabulary plays a crucial role in language comprehension Additionally, a solid understanding of grammar is essential for interpreting written texts It is important to note that a reader may understand all the words yet still struggle to grasp the overall meaning of a text In summary, linguistic competence is the primary responsibility of the learner and significantly impacts text comprehension Learners must fully understand the meanings of words, grammatical structures, and semantic relationships within context to effectively comprehend the content of the text.
Readers must be able to distinguish between different types of writing, understand the corresponding rhetorical organization, and recognize their pragmatic dimensions in various writing situations Consequently, a solid understanding of textual and intertextual functioning is essential.
Une connaissance des références extralinguistiques
The reader's sociocultural background, skills, and life experiences significantly enhance their understanding of the text Prior knowledge of a topic positively influences information processing, leading to improved comprehension, increased reading speed, easier access to meaning, and better retention Linguistic competence pertains to lower-level processes and language patterns, while discursive competence and extralinguistic knowledge relate to formal structures and content frameworks, representing higher-level cognitive processes.
On parle de stratégies de lecture pour désigner la manière dont on lit un texte Selon F.Cicurel [13], il y a donc 5 stratégies qu‟un lecteur peut retenir pour aborder un texte:
La lecture studieuse est une lecture attentive pour tirer le maximum d‟informations et mémoriser des éléments du texte
When a reader aims to grasp the main ideas of a text quickly, this is known as skimming This technique involves identifying essential information and requires the reader to employ strategies for eliminating unnecessary details It is also referred to as scanning, as it focuses on finding specific and targeted information.
La lecture survol aurait comme but de comprendre l‟intérêt global d‟un texte long ou d‟un ouvrage pour en dégager l‟idée directrice, la structure d‟ensemble
Action reading occurs when a reader must perform a task based on a text that includes instructions, such as a recipe or a user manual.
La lecture oralisée consiste à lire un texte à voix haute
In this study, we will explore the three reading models proposed by Giasson and Thériault, which are particularly relevant to our research: the bottom-up models, the top-down models, and the interactive models.
Message publicitaire dans une perspective didactique
Advertising is a global phenomenon intricately linked to the societal context in which it operates, encompassing psychological, cultural, traditional, social, and linguistic dimensions It manifests in various forms and through multiple channels, primarily targeting potential consumers The main objective of advertising is to encourage the consumption of products, regardless of their nature As Joseph Courtés notes, advertising communication transcends mere message transmission from sender to receiver; it is embedded in a semiotic perspective, aiming for deeper intentions beyond the explicit act of informing.
Understanding how advertising messages are created, the mechanisms behind their effectiveness, and their engagement with audiences is the focus of this work This study aims to reflect on the definition, functioning, and characteristics of the advertising discourse genre It also includes an analysis that draws upon various branches of linguistics, such as semiotics, syntax, semantics, pragmatics, and stylistics Additionally, the cultural significance of advertising documents is noteworthy A formal analysis and examination of the linguistic content are essential for comprehending an advertising message.
We begin this section by examining the term "advertising." Advertising refers to the action of making something public or the state of being public In its modern sense, it encompasses the various means employed to inform the public about a product or an industrial or commercial enterprise.
According to Kotler & Dubois, advertising is defined as any form of non-personalized communication that utilizes a paid medium and is executed on behalf of an identifiable sender This definition highlights several key elements that are essential for understanding the significance of advertising It plays a crucial role in corporate communication, characterized by its non-personalized nature and the medium used Therefore, it is important to place advertising within the broader context of communication However, definitions of advertising can vary among authors, particularly depending on their research focus.
1.2.1.1 Qu’est ce qu’un message publicitaire ?
Advertising is a form of communication aimed at capturing consumer attention and encouraging specific behaviors towards a product Traditionally referred to as "advertisement," it encompasses any interactive communication using a paid medium on behalf of an issuer Analyzing an advertising message involves various fields, including linguistics, semiotics, pragmatics, stylistics, and the theory of argumentation.
A public message, as defined in the French online dictionary, refers to a short-term advertising or promotional announcement broadcasted on audiovisual media According to Brisoux, Darmon, and others, this definition captures the essence of advertising communication.
According to Laroche, an advertisement message consists of a combination of words, sounds, and images that convey the intended communication The final advertisement message, referred to as the "global implicit message," is a fusion of words and images This message can be broken down into three components: the iconic message (related to the image), the linguistic message (pertaining to the text), and the plastic message (which involves the arrangement of both the iconic and linguistic elements).
Joseph Courtés offers a pragmatic definition of advertising communication, emphasizing that it is not merely the transmission of a message from sender to receiver Instead, it should be viewed through a semiotic lens, where the communication process goes beyond basic awareness It involves a genuine intention behind the message, highlighting the significance of both explicit and implicit meanings in advertising texts.
From an enunciative perspective, D Maingueneau emphasizes that an advertising text should not be viewed merely as a textual structure or a coherent sequence of verbal signs Instead, it should be understood as an enunciative activity linked to a specific discourse genre The social context from which it arises, the medium through which it is communicated (whether oral, written, or televised), and the type of dissemination it entails are all integral to how the text is organized.
From a semiotic perspective, Gledel Elena defines advertising messages as a scripto-visual ensemble that includes three types of signs: linguistic signs (such as slogans and captions), iconic signs (including visuals and pack shots), and plastic signs (which encompass colors and typography) The written message is conveyed in various stages, where ideas are compressed, visualized, and simplified through text, images, drawings, and graphics.
According to Ruta Elzbieta Katalynaité, an advertisement message generally consists of slogans, titles, images, and text This definition will serve as the foundation for our analysis of print advertising as a communication tool Essentially, advertisements are composed of both text and visuals, similar to promotional posters.
The advertising message consists of an iconic part (the image) and a linguistic part (the text) When combined, these elements form what is known as an iconotext, a term introduced by M Nerlich and referenced by G Lugrin The concept of iconotext refers to a mixed message that creates a meaningful unit, where the linguistic and iconic components are inseparable yet retain their distinct characteristics.
Tableau 1.1 Les différentes parties du message publicitaire
The text serves as a vehicle for advertising, organized into several perceptible entities within an icono-text framework According to G Lugrin, four linguistic components are identified within the linguistic section.
The editorial text, often found at the bottom of advertisements and printed in smaller font, provides essential information about a product's composition and characteristics This type of text can be identified by its small print and its typical placement beneath the visual elements of the advertisement.
Le slogan a pour particularité d‟être bref, percutant et fréquemment construit selon une structure rythmique permettant une mémorisation de la marque
A slogan serves a dual purpose: it captures the reader's attention while quickly establishing a connection between the brand and its key features Typically positioned at the top of an advertisement, the catchy slogan acts as the product's tagline, aimed at influencing the purchasing decision In contrast, the brand slogan represents the company's overarching motto Additionally, the supporting slogan often articulates the brand's philosophy and summarizes its strategic approach, while also providing essential details about the product, such as the brand name, company brand, and product name.
Le logo est la partie complétant le nom de la marque pour la signature de l‟entreprise Dans la plupart des cas, il apparaợt en bas à droite de la page
Trois familles de logo peuvent être citées: le logo symbolique, le logo figuratif, le logo typographique
L‟exemple ci-dessous illustré par des composants concrets vous aidera à mieux reconnaợtre les diffộrentes parties d‟une publicitộ
Tableau 1.2 Exemple des composants concrets d’un message publicitaire
Recherches en didactique du message publicitaire
To effectively utilize an advertising message, it is essential to follow key steps: selection, analysis, and session construction This article highlights the valuable contributions that research groups and educators have made to support teachers in these processes.
FLE, en fonction des étapes précitées, il s‟agit concrètement des pistes d‟exploitation, des démarches pédagogiques, des pistes d‟activités pédagogiques, des applications didactiques
We categorize these results into four main sectors of the didactic approach within an educational unit, which include message selection, pre-pedagogical analysis, pedagogical methodology, and activity development.
La sélection du document didactique est un travail important dans le processus d‟enseignement Alors, comment choisir le texte publicitaire ?
M.F.Capucho [57] a décrit dans le tableau de synthèse les types de publicité que nous pouvons utiliser dans la classe de langue ô La Pub à la tộlộ: art, marketing et pộdagogie ằ Sa recherche a rộpondu à plusieurs questions parmi lesquelles la première portant sur le choix des documents est particulièrement intéressante Elle a proposộ le modốle simulộ ô les idộologies publicitaires ằ de Floch, s‟agissant d‟une opposition entre 4 types de publicitộ, selon une organisation en ô carrộ sộmiotique ằ:
Tộlộ Citroởn traversant la mer, la plupart des pubs pour Coca Cola, les hommes dauphins du Whisky Lawson…
Oblique Amusement (luxe, joie, bonheur)
Télé La dernière campagne pour la Peugeot 206 (ôLa jalousie est un vilain dộfautằ), la pub Micra, les campagnes … Substantielle Caractéristiques détaillées du produit
Très souvent les pubs pour des produits de beauté, pour des voitures (la Ford)…
In his article on the contribution of advertising images in French as a Foreign Language (FLE) classes, Gaouaou Manaa emphasizes two fundamental principles for selecting advertisements He suggests analyzing potential axes for commentary, moving from the explicit to the implicit elements within the advertising image-text, both textually and iconographically To enhance engagement with these analytical axes, it is crucial to choose advertisements that effectively capture interest.
La spécificité du support /document choisi par rapport à l‟activité envisagée: adapter l‟activité au support
L‟objectif pédagogique visé par rapport au contenu du document retenu: varier la finalité de la séquence en fonction du support
En somme, il convient de choisir un document dont le contenu peut capter l‟attention des apprenants tout en ouvrant sur des possibilités d‟appropriation personnelles et collectives
The research group has made significant contributions to advertising and its educational applications, focusing on two main areas: finding advertisements online and exploring their pedagogical uses The author highlights valuable websites such as http://www.publivores.com, http://www.pubstv.com, and http://www.chez.com/af fichesdeparfums/anciennes.html, encouraging their use for saving and downloading advertisements These resources serve as a rich source of advertising materials beneficial for educational purposes.
Dans le domaine particulier de la compréhension de l‟écrit, l‟analyse pré- pédagogique a deux objectifs principaux [60]:
On one hand, it serves as a tool for teachers to investigate the workings of a text at various levels, enabling them to address the often unpredictable questions posed by learners during a lesson.
d‟autre part, elle doit permettre à l‟enseignant d‟imaginer les stratégies pédagogiques pour aider les apprenants à accéder aux sens d‟un texte
(technique de repérage, découvertes d‟indices, tactique de vérification, etc.)
L‟analyse pré-pédagogique d‟un message publicitaire consiste à l‟analyser sous plusieurs angles afin d‟en permettre une exploitation appropriée dans la classe
En fait, il existe plusieurs approches différentes pour l‟analyse d‟un texte publicitaire: sociologique, sémiotique, linguistique, pragmatique, rhétorique…
Eloundou Venant emphasizes that advertising is central to discourse analysis, allowing for exploration through various lenses such as linguistic, sociolinguistic, pragmatic, semiotic, and rhetorical perspectives Different scholars in the field adopt unique analytical frameworks, including sociological, linguistic, semiological, and pragmatic approaches, to study advertising.
The research conducted by the CRDP of Grenoble explores the question, "Why study advertising?" It emphasizes the significance of analyzing advertisements to understand the visual, plastic, and linguistic techniques used in argumentative discourse to influence the audience and alter their opinions The outcome is a comprehensive analysis tool designed for first-year teachers, focusing on advertising messages through the examination of posters and press advertisements This resource is structured into three parts, beginning with an overview of the evolution of advertising representation.
"Repères" offers insights into various aspects of advertising analysis The tools and methods outlined in the "In Practice" section are applied through examples of ad page analysis This section also features student projects in applied arts, along with the accompanying processes Additionally, the "Pointdoc" section provides a selection of documents across various formats to deepen these concepts.
The interpretation of an advertising image occurs instantly; however, this apparent immediacy conceals a more complex understanding process By analyzing various phases, we can uncover complementary readings of the advertisement.
The iconic approach leverages the elements of graphic construction and image structure to identify the prominent areas within an image, focusing on aspects such as mass, shape, and color, as well as spatial relationships and the viewer's visual journey.
L‟approche sémantique interroge les constituants du signe (dénotation / connotation) et identifie des codes utilisés pour comprendre la signification du message
L‟approche communicationnelle permet de comprendre la construction d'un message dans la relation de l‟auteur au public
L‟approche sociologique vise à situer le message dans un contexte de société, à distinguer l'information de la manipulation et de la propagande
Before a course begins, it is crucial for teachers to conduct a preliminary analysis of texts, known as pre-pedagogical analysis This process involves four key approaches—iconic, semantic, communicative, and sociological—that serve as pathways to understanding advertising texts.
According to Thomas Rouchi, text, sound, images, and color are essential ingredients used alone or in combination to create effective advertising To understand an advertisement, one must decode the words, signs, colors, and images presented Rouchi emphasizes that preliminary studies aim to identify what captures consumer attention, highlighting two key elements that influence message comprehension: different writing styles and the use of signs and images in advertising The writing style encompasses vocabulary and stylistic choices, including the use of contrasting meanings, comparisons, sound repetition, and double meanings Additionally, color selection is crucial for advertisers, as its symbolism is tied to cultural meanings and simplifications Furthermore, the shapes used, such as circles, squares, and rectangles, evoke specific notions or concepts.
Thomas Rouchié's contribution is crucial in decoding the meaning of advertising messages While we master linguistic phenomena such as syntax, lexicon, semantics, and pragmatics, the decoding of semiotic elements remains essential for understanding advertising texts Therefore, a reference guide for all iconological elements is vital in the learning process In conclusion, a semiological analysis of advertising messages is the most effective pedagogical approach to engaging with a text.
J.B Boulard's advertising analysis grid is based on R Jacobson's communication model, examining five language functions: referential, expressive, conative, poetic, and phatic Each function is accompanied by a set of questions designed to facilitate a comprehensive understanding of advertising communication.