Abstract EN:

Placing at the centre of teaching a foreign language and more precisely of French as a foreign language (FLE) the concept of communication means aiming to develop the learner's language competence located at the intersection of the linguistic, pragmatic and sociocultural dimensions of the target language. This Thesis, issued from the general reflection of the authentic document and of the experience of the latter, led us to base our work on exploiting advertising slogans, a composite language material, as examples of authentic documents at the service of linguistic and cultural needs of the learner. The main stream of our research starts with taking into account the complexity of this speech, based on the intersection of different linguistic processes that combine in order to attract and capture the attention of the target audience. Thus, word games, proverbs, neologisms, syntactical and lexical transgressions are discussed. It is a matter of making these speeches that cannot, at a first glance, be considered as teaching material but nonetheless fall under the teaching methods according to Moirand (1991). The theoretical anchoring of this work is located at the intersection of enunciative, pragmatic, communicative, argumentative-rhetorical approaches and the approaches of teaching French as a foreign language