Le mélange de langues dans la publicité pour les télécommunications
Mixing languages in telecommunications advertising

Summary/Abstract: Whether written, oral, or visual, Moroccan advertising is an example of multilingualism, where advertisers use a mixture of two or three languages to formulate slogans and advertising messages. The aim of this study focuses on the linguistic richness of a few advertising images from two Moroccan operators: Inwi and Orange. Our purpose is to examine and understand the functioning of the phenomenon in question and the role of each language used, while carrying out a qualitative analysis based on the communication schema proposed by Roman Jakobson. Our study of these advertisements has revealed the following results: a) the use of a mixture of languages in the same advert can have either a poetic or a metalinguistic function; b) the conative function is frequently conveyed through employing dialectal Arabic in the imperative; c) the languages that render the referential function are French and dialectal Arabic. Both operators utilise French to express technical words related to telecommunications, whereas dialectal Arabic is used to emphasize the advantages of the offer; d) the expressive function is generally articulated via dialectal Arabic or through a borrowing adapted to this language and is reflected in the use of personal deictics such as “I” and “we”.

• Details
• Contents