A Socio-Pragmatic Analysis of Advertising Language in Algerian TV Channels

Abstract

This dissertation conducts a sociopragmatic analysis of Algerian television advertisements, examining how the nation’s diglossic and multilingual landscape is strategically utilised for⁠ persuasion. Grounded in an integrated theoretical framework of Rhetoric, Speech Acts, Gricean Maxims, and Politeness theory, the research employs a mixed-methods approach to analyse a substantial corpus. The findings demonstrate that code-switching functions as a core rhetorical device to index⁠ identity and prestige, while the strategic flouting of Gricean Maxims generates culturally⁠ resonant implicatures. Furthermore, directives and commissives are mitigated through positive politeness strategies that emphasise shared cultural values,⁠ often manifesting as a preference for ind irectness. The study concludes that the persuasive efficacy of Algerian TV advertising is contingent upon this sophisticated orchestration of sociopragmatic resources, thereby contributing to media discourse studies and offering practical insights for crafting culturally congruent campaigns.