Traduction et Langues
Volume 15, Numéro 1, Pages 135-143
2016-08-31

The Language Of Advertising: The Case Of Code-switching And Code-mixing In The Algerian Advertising Scenery



Authors : Boukreris Louafia . Bouchegra Abdallah .

Abstract

This article deals with the phenomenon of Code-Switching and Code-Mixing in the language of advertising with a special emphasis on language mixing in the Algeria advertising scenery. The main objective consists to analyze how language mixing is used by advertisers to produce a persuasive effect on the consumer. Advertising designers use language mixing is in such an arty way and violate the norms of language use that the language of advertising appears to be a variety of its own right really serving attraction and memorability purposes that play an important role in the consumers’ purchasing decision. In addition, the article attempts to pinpoint to the hidden purposes which go in an anticlockwise movement regarding the language policy efforts the government is making to promote standard Arabic. The transliteration of the Arabic language in its dialectal and standard form using Latin alphabet together with the use of Arabizi symbols constitute a long term hidden agenda which attempts to revive the long ago attempts to Latinize the Arabic language.

Keywords

Advertising, Code-Switching, Code-Mixing, strategy, persuasion consumer, language

Les articles similaires

دور إباضية المغرب الأوسط في تنشيط التجارة الصحراوية خلال العصر الوسيط Thé Rôle Of Ibadis Of Thé Central Maghreb Un Stimulating Thé Désert Trade During Thé Middle Age

بوسالم أحلام .  عابد يوسف . 
ص 117-132.

Muhammad A.r .webb: Thé First Anglo White Concert To Islam Un Thé U.s.a Ans Thé Influence Of Thé Ah Adyya Movemment

Yahia Zeghoudi . 
pages 74-88.

Code-switching In The Middle School Ef Classes: The Case Study Of The First Year Learners Must It Be Perceived As An Asset To Ease Or As A Constraint To Obstruct Foreign Language Learning? (1) 1 - Efl: English As A Foreign Language /ell: English Language Learning/ 1fl1: Foreign Language 1/fl2: Foreign Language 2 / L: Learner/ Ls: Learners/ Mt: Mother Tongue/ T: Teacher/ Tie: Technological Institute Of Education/ Tl: Target Language.

Ammar Benabed .  Victor Segalen . 
pages 13-30.

Thé Cultural And Linguistic Impact Of Gothic Literature On The Identity Of Algerian Teenagers: A Metamorphosis.

Said Houari Amel . 
pages 257-268.

Algerian Arabic, French And Berber Code-switching: Is There A Nexus Between Gender And Code Choice In The Community Of Chlef?

Babou Aminna . 
pages 84-93.

Formats de citation