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Chinese novelist and film producer, Dai Sijie has been writing his novels in French. The aim of this paper is to highlight the main similarities between Chinese and French cultures in three different novels: Balzac et la petite tailleuse chinoise, Le complexe de Di et Par une nuit où la lune ne s'est pas levée. In all his books, ubiquity has allways been on an ever changing fields, as a result of the fact that the two cultures continuously collide. The novels' main topics refer on one side, to the impact that the books' power has on the reader, and, on the other side, they are the writers' avatar who confessed that « j'ai appartenu à une génération qui pense qu'un livre peut changer la vie ». Dai Sijie's talent reflects in the way in which he approaches terms like Occident and Orient. The whole story is the result of the character's presence, whose names "travel" from one book to another in order to re-emphasise the main topics: education, knowledge that do not know any historical or geographical barriers. [ABSTRACT FROM AUTHOR]

The advertising discourse is viewed as a complex professional discourse that makes use of certain values, such as inter-subjective experiences, which are part of the larger spectre of modernity. Our paper uses three examples drawn from French press advertisements to analyse the manner in which the image of 'weak' or 'disenfranchised' peoples is distorted by comparison to the western modern societies. A more profound analysis reveals the way in which the opposition "savage" vs. "civilized", is exploited in the advertisement of the luxury brand, Nouvelles Frontieres, by using the example of the nearly extinct Touareg people. The advertising discourse, touching the point of paradox, connects the sacred to the luxurious by consumerism, at least in the examples presented in our paper. [ABSTRACT FROM AUTHOR]