NOTIONS OF EQUALITY AND RACISM IN FRENCH ADVERTISING // BSU bulletin. Philosophy. - 2017. №6. Филология. Philology. - С. 61-66.

NOTIONS OF EQUALITY AND RACISM IN FRENCH ADVERTISING

DOI: 10.18101/1994-0866-2017-6-61-66 UDK: 811.13

The article deals with the use of the concept “equality” in French advertising. French society has come a long way in overcoming stereotypes associated with skin color. One of the most important values of French society since the revolution has been equality. This concept is reflexed in the motto, which became a symbol of France: "Liberté, Égalite, Fraternité" (Liberty, Equality, Fraternity). Today equality is one of the fundamental principles of French society. And since this society is multicultural, the most important aspect of equality is attitude to the representatives of different nationalities. This article discusses the interpretation of all concepts of French advertising semantically associated with the black race. French advertising has its own view on the problem of racial attitudes. The image of the black man has evolved from a slave to an equal member of society, but manifestations of racism take place both in the history of advertising and in its modern texts.

semiotics; French advertising; race; stereotypes; identity; black, society; negro; equality; discrimination; video commercial; poster.