في الترجمة
Volume 12, Numéro 1, Pages 247-262
2025-12-28
Loss Of Meaning In The Code Switched Advertising Discourse: The Case Of The Algerian Arabic-speaking Receiver
الكاتب : محمدي ليلى .
الملخص
This study investigates code-switching in Algerian advertising discourse and its impact on Arabic-speaking audiences. It addresses questions such as: What does the Algerian Arabic-speaking receiver lose when watching Algerian advertisements? Can the audio and visual elements compensate for what this advertising discourse fails to convey? The research first outlines the theoretical framework by discussing advertising goals and the interplay between multilingualism and code-switching. Is based on the description and comparison of some Algerian advertisements that use more than one language for locally marketed domestic or foreign products. The findings indicate that Arabic-speaking recipients often lose significant content, especially when advertisements are in French or English, particularly regarding product characteristics.
الكلمات المفتاحية
Advertising discourse ; Advertising message ; Code switching ; Loss of meaning ; Algerian Arabic-speaking receiver
مقالات مماثلة
بوسالم أحلام
.
عابد يوسف
.
ص 117-132.
Yahia Zeghoudi
.
pages 74-88.
Boukreris Louafia
.
Bouchegra Abdallah
.
pages 135-143.
Said Houari Amel
.
pages 257-268.
