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Use of English in Advertisements by Local Brands in Algeria
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Use of English in Advertisements by Local Brands in Algeria
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Journal Article
Use of English in Advertisements by Local Brands in Algeria
2024
Overview
This study deals with the impact of glocal forces on the linguistic landscape change in Algeria. It focuses on the advertisements of some widely used brands in TV ads or websites. Their names and slogans have been analysed quantitatively using frequency distributions and statistical percentages. The results indicate that English is a rather modest linguistic option for most brands on their websites while it is completely shunned from TV ads. However, the naming of the products targeting youths is mostly done in English. The perception of English as a symbol of modernity, openness and opportunity appears to be the underlying message these brands want to address to young people. Although the latest political decisions to upgrade the status of English in the educational system, albeit in a tentative way, imply that the position of English in Algeria has evolved, the symbolic function and power of this language should not be underrated.
Publisher
جامعة الجزائر 2 - كلية اللغة العربية وآدابها واللغات الشرقية
Subject
