Annales de l’université d’Alger
Volume 39, Numéro 4, Pages 298-319
2025-12-11
Axiological Representations In Algerian Television Discourse A Descriptive And Analytical Study Of A Sample Of Advertising Spots On Algerian Public Television (2023)
Authors : Djeghri Zarouta Nassira .
Abstract
The study aims to examine advertising discourse on Algerian television with the objective of identifying the values that constitute a fundamental component of its structure, as these values reflect the cultural tastes of the society. Advertising is considered to be one of the discourses deeply intertwined with culture, anthropological dimensions, and even with the mood and taste of a society. And sometimes, ideological elements are also embedded within its structure. The study adopts a semiotic analysis approach to examine the nature of the discourse and the values it conveys, bearing in mind that advertising is not just a cheerful, innocent discourse. A sample of three television Advertising Spots television was analyzed, the first being a spot made by the operator Mobilis, the second featured the Cotex group, and the third concerned the private operator Ooredoo. The applied section of the study revealed that the investigated advertising discourse put forward large number of values, which were predominantly positive. These values ranged from goodness and cooperation to brotherhood-considered intrinsic to the Algerian society. Values serve as a vital source to the advertising discourse lending it a distinctive charm, enhancing its reception, contributing to profitability while reinforcing societal values.
Keywords
Advertising, Advertising discourse, Television, Television Advertising, values.
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