المجلة الجزائرية للمخطوطات
Volume 19, Numéro 2, Pages 383-392
2023-08-20
Exploring Transliteration In The Algerian Advertising Billboards.
Authors : Abdallah Bouchegra .
Abstract
The use of code switching and code mixing in whatever language production instance might also involve transliteration when needed. A mirror of this use is the discourse of advertising, which generally avails itself of this linguistic phenomenon for commercial purposes. Therefore, it is worth visualizing this idea through this treatise by examining the instances of the transliterated code mixing and code switching omnipresent in the Algerian advertising billboards. In this regard, while transliteration might be approached in any form it may take, this study addresses only three: consonant alteration, vowel alteration, and intrusive vowel and consonant alteration. To this end, an analysis of the advertising discourse on seven billboards is conducted. The results have shown that advertising designers are violating the phonological and graphemic aspects of the French and English languages.
Keywords
Treansliteration ; Code switching ; Code mixing ; Language ; Pronunciation
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