No abstract

Advertising is a superb medium to study the interconnectedness of language and culture, for it reflects the needs, desires, rites and rituals of the culture that produced it. Since fall 2002, Virginia Tech and the Institut National des Télécommunications have been teaching an intercultural, collaborative project based on French and American advertising within the context of two language courses. Our article first presents our pedagogical approach and objectives. We then analyze the intercultural complexities that the project has generated, leading to some concluding remarks about student and professorial motivation.