Abstract

This study examines the code choice made by content producers in Egyptian television (TV) advertisements. We consider the emergence of new types of TV networks, advertised products, services and messages conveyed in TV advertisements. These TV channels have raised competition in marketing and advertising where it is possible to see content producers choosing their language carefully to specifically target people from different social backgrounds. This study employs a qualitative analysis design with some frequency count to demonstrate the language varieties that are used in TV advertisements. Badawi’s 1973 model is used as a framework of analysis, where he proposed a continuum of five levels of Arabic. The data in this study consists of 220 Egyptian advertisements taken from YouTube and which had previously appeared on broadly two types of Egyptian TV channels: type one, the popular TV networks; and type two, the specialty channels watched by more of the uneducated classes. The findings in this study show a high frequency use of the colloquial of enlightened in type one TV advertisements, while the colloquial of illiterates has similar frequency in type two TV advertisements. The code choice is determined by: the addressees’ social class and age, the nature of the advertised products, the presented image of the actor component and the desired effect’s meaning. Based on the researcher’s analysis there is an increased use of diglossic code mixing where the Colloquial varieties are dominant and the MSA is an embodied variety. The investigated functions of code switching are; convince and persuade those determine the code choice and requires several linguistic and stylistic techniques to reach the utmost effect.

Department

Applied Linguistics Department

Degree Name

MA in Teaching Arabic as a Foreign Language

Graduation Date

2-1-2017

Submission Date

January 2018

First Advisor

Taha, Zeinab

Committee Member 1

Abu El Seoud, Dalal

Committee Member 2

Hasan, Mona

Extent

120 p.

Document Type

Master's Thesis

Rights

The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy.

Institutional Review Board (IRB) Approval

Not necessary for this item

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