مجلة بحوث ودراسات في الميديا الجديدة
Volume 4, Numéro 2, Pages 53-60
2023-07-01
Compte Rendu D’article : Le Discours Publicitaire De La Tunisie Actuelle Ou « La Foire Aux Langues »
Auteurs : Kedri Besma .
Résumé
Advertising in Tunisia, as everywhere else in the world, is a social, media and financial fact of great importance. As part of this reflection, we wanted to submit to the analysis of the advertising slogans observed in Tunisia on different media. We analyze utterances as discourses produced under particular conditions whose objective is to act on the target of the message. We emphasize the languages present in the different slogans and we demonstrate that this choice reflects the significance of the shared representations of the said languages. The use of one language, two or even three languages in the same advertising discourse reflects the relationship to languages whose strata are to be detected in history and in the news. The presence of the dialect in the message is a new fact in advertising which shows the impact of the mother tongue on the consumer targeted by the slogan. The representations of the languages intersect with that of the very product of the advertisement. The performative value of the advertising slogan acts on the affect of the target of the message who sees in the commercial, vehicle of a rewarding representation of the potential consumer of the product, a self-image. This non-respect of a linguistic norm joins the absence of a clear linguistic policy and both contribute to the emergence of a heterogeneous language in which the limits between the languages used are not clearly defined.
Mots clés
Discours publicitaire - l’alternance codique -contexte tunisien – contact des langues
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