تمثلات الثقافة الشعبية الجزائرية في الخطاب الإشهاري التلفزيوني – قراءة في نماذج مختارة

الملخص EN

The advertising speech has been linked to the development of the media and communication, as the advertisement is considered as a link between the producing institutions and the consumer.

It is a communication fabric consisting of cultural, linguistic and iconic elements in order to convince the consumer to acquire the offered product.

Based on this, we decided to study the cultural components employed by the advertising discourse broadcast by the Private Algeriens tv channels, by selecting samples from the slogans that appeared in advertising flashes, and to researching the manifestations of Algerian popular culture within the linguistic structures that make up these slogans.

To look at the effectiveness of these advertising letters in influencing the recipient, convincing him of the quality of the offered goods and pushing him to acquire them, and the extent of the ability of popular culture to make the difference in quality and degree of influence.

And then to emphasize the nature of the presence of popular culture in the Algerian media scene and the degree of willingness of the Algerian viewer to follow these flashes and accept them.