سلطة (الكيف)‎ و ذاكرة الفنجان : قراءة سيميائية في لوحات الإشهار لمحلات القهوة بمدينة أبها

الملخص EN

The critical studies contextualizes the life totally.

This study aims to studying the names of some coffee shops in the Arabic society that consider coffee as social memory at present officially and domestically.

Arabic coffee in Arab peninsula and in Saudi society in particular does not only represents mere a mood, it is a rooted tradition.

It has a twined connection with the Arab world.

The coffee that is exported from other countries is in competition with the Arabic coffee.

This race makes the Arabic coffee appears in Aseer streets.

Consequently, many Arabic coffee shops appear under the name (Almahylah).

The race between these two types of coffees: the memory coffee and the current coffee continues.

This is displayed in the posts that name the coffee shops in Abha.

This is the problem of the research.

The research question is ‘what are the kinds of race in naming the coffee shops in Abha , Aseer? How this race is displayed in shops names? And what are the linguistic implication of these names?