الازدواجية و التهجين في الخطاب الإشهاري : الشبكات الجزائرية أنموذجا

الملخص EN

The Arabic language in Algeria is noticeably exposed to hybridization, especially when Algeria stormed the advertising process and the media pluralism which led to the liberalization of the advertising discourse.

The latter contributed to consecrate Diglossia (formal and colloquial) which is considered as a great threat to the Arabic language.

Thus, if the advertising discourse targets the recipient depending on a specific language style, so what is the expressive and written style for this environment which is characterized by multilingualism? As a response to that, I have focused on some necessary patterns from the hybridized advertising discourse of some Algerian communication networks as a model.

The objective of this research is to serve the Arabic language, which is one of the milestones of identity and civilized progress that all scholars must promote and revive it.