April 2013
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36 Reads
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391 Citations
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April 2013
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36 Reads
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391 Citations
... This in turn sets the stage to decenter their interpretation when they face dissonance. Symbols and stereotypes are particularly pertinent to explore situated meanings because they represent encoded consensus in terms of associations and connotations (Bennett, 1998;Dyer, 1993;Stangor & Schaller, 1996). Given the learning context and purpose described above, the three criteria guiding the selection of advertisement were: 1) cultural references related to Frenchness (either in the imagery or the wording), 2) brands or products easily recognizable by American learners of French and, 3) advertisements targeted at a French audience. ...
April 2013