Langues et affichage urbain: Diversité linguistique à Casablanca

Hatim Nhaili (), Soufia Benabdelkrim El Filali () and Bouchra Bennani
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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)

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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.

Keywords: Urban advertising; linguistic diversity; marketing; Casablanca; linguistic strategies; Darija,Affichage publicitaire; diversité linguistique; marketing; Casablanca; stratégies linguistiques; darija (search for similar items in EconPapers)
Date: 2026-01-30
Note: View the original document on HAL open archive server: https://hal.science/hal-05704236v1
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Published in Discours, Langue et société en mutation: regards multi/interdisciplinaires, DAR EL IRFAN, pp. [395-423], 2026, 978-9920-456-54-8

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