For an intercultural dialogue: semantic evolution of the Karcher brand name in discourse

The aim of our work is twofold: the exploration of corpora combined with the search for an innovative modality for refining intercultural competence. For this purpose, we use the brand name Karcher, which for many years has largely departed from its original meaning as a high-pressure water cleaner by acquiring semantic weight and discursive versatility through discourse, as it blends with other semantic-syntactic combinatorics for the linguistic needs of speakers. In a first step, we will demonstrate that the name Karcher, which by antonomasia was associated with "scum" at its origins, evolves in discourses and affects other spheres. Namely, native French-speaking writers or not, appropriate the Brand Name Karcher and transform it as they please by applying it to the most distant domains compared to that of cleanliness in the literal and figurative sense of the term. Finally, interculturality as a "dynamic between" escapes the seemingly fixed side of culture and manifests itself as a dynamic between different domains.