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Langues et affichage urbain: Diversité linguistique à Casablanca

Author

Listed:
  • Hatim Nhaili

    (UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar))

  • Soufia Benabdelkrim El Filali

    (UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar))

  • Bouchra Bennani

    (UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar))

Abstract

This chapter examines linguistic diversity in urban advertising in Casablanca and investigates the factors influencing language choice in advertising displays. Using a quantitative approach, the study analyzes a sample of 100 advertisements to assess the effects of message type, target audience, and business sector on language selection. The findings reveal a dynamic sociolinguistic landscape characterized by the predominance of French and Moroccan Arabic (Darija). A significant relationship is identified between the language used and the type of advertising message, whereas neither the target audience nor the business sector appears to exert a direct influence on language choice. These findings highlight advertising strategies tailored to the local context and underscore the importance of linguistic hybridization in urban commercial communication.

Suggested Citation

  • Hatim Nhaili & Soufia Benabdelkrim El Filali & Bouchra Bennani, 2026. "Langues et affichage urbain: Diversité linguistique à Casablanca," Post-Print hal-05704236, HAL.
    • Handle: RePEc:hal:journl:hal-05704236
    Note: View the original document on HAL open archive server: https://hal.science/hal-05704236v1
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