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Ever since the napoleonic wars, the british have used the term derogatory terms frogs to refer to the french. when the london-based institute francais advertised french language courses at all levels from beginners to advanced students, it pictured the development of a frog in stages from egg through tadpole to full maturity. this would be an example of:

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This is an example of stereotype perpetuation

A stereotype is an overgeneralized belief about something. The British used the term frogs to refer to the French and meant it as a derogatory term. This expression still exists today, all though the original meaning might have changed. But, by using frogs with the french language for the advertisement, the company was perpetuating the idea that the French are frogs.