Hostname: page-component-78c5997874-4rdpn Total loading time: 0 Render date: 2024-11-06T13:21:57.208Z Has data issue: false hasContentIssue false
  • English
  • Français

Quinlingualism in the Maghreb?

English Use in Moroccan Outdoor Advertising

Published online by Cambridge University Press:  09 July 2019

Bouchra Kachoub  and
Suzanne K. Hilgendorf
Get access Rights & Permissions [Opens in a new window]

Extract

The widespread use of English in advertising around the world has received considerable attention in recent decades. A number of researchers have looked at this practice in European countries such as France, Germany, Greece, and Italy (e.g. Martin, 1998, 2002, 2006, 2007, 2008; Hilgendorf & Martin, 2001; Oikonomidis, 2003; Vettorel, 2013). Other scholars have examined this phenomenon in various contexts in Asia, for instance in India, Iran, and Russia (e.g. Bhatia, 1987, 1992, 2006, 2007, 2012; Ustinova & Bhatia, 2005; Bhatia & Baumgardner, 2008; Baumgardner & Brown, 2012). One part of the world, however, drawing relatively little scholarly attention to date has been the Maghreb region of northern Africa.

Type
Research Article
Information
English Today , Volume 36 , Issue 2 , June 2020 , pp. 3 - 16
Copyright
Copyright © Cambridge University Press 2019

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Abbassi, A. 1977. ‘A sociolinguistic analysis of multilingualism in Morocco.’ Unpublished PhD thesis. Austin: University of Texas.Google Scholar
Alalou, A. 2018. ‘The question of languages and the medium of instruction in Morocco.’ Current Issues in Language Planning, 19(2), 136–160.CrossRefGoogle Scholar
Amine, L. 2015. ‘Amideast: Le Maroc, condamné á se convertir á l'anglais s'il veut réellement se developer.’ Lemag, May 6. Online at <http://www.lemag.ma/Amideast-Le-Maroc-condamne-a-se-convertir-a-l-anglais-s-il-veut-reellement-se-developper_a89636.html3/3> (Accessed September 25, 2015). (Accessed September 25, 2015).' href=https://scholar.google.com/scholar?q=Amine,+L.+2015.+‘Amideast:+Le+Maroc,+condamné+á+se+convertir+á+l'anglais+s'il+veut+réellement+se+developer.’+Lemag,+May+6.+Online+at++(Accessed+September+25,+2015).>Google Scholar
Amiri, L. & Fowler, G. 2012. ‘The impact of English in Russian advertising.’ Region: Regional Studies of Russia, Eastern Europe and Central Asia, 1(2), 279–314.Google Scholar
Ammon, U. 2001. ‘English as a future language of teaching at German universities? A question of difficult consequences, posed by the decline of German as a language of science.’ In Ammon, U. (ed.), The Dominance of English as a Language of Science. Berlin: Walter de Gruyer, pp. 343–362.CrossRefGoogle Scholar
Baumgardner, R. J. & Brown, K. 2012. ‘English in Iranian magazine advertising.’ World Englishes, 31(3), 292–311.CrossRefGoogle Scholar
Bhatia, T. K. 1987. ‘English in advertising: Multiple mixing and media.’ World Englishes, 6(1), 33–48.CrossRefGoogle Scholar
Bhatia, T. K. 1992. ‘Discourse functions and pragmatics of mixing: Advertising across cultures.’ World Englishes, 11(2–3), 195–215.CrossRefGoogle Scholar
Bhatia, T. K. 2001. ‘Language mixing in global advertising.’ In Thumboo, E. (ed.), The Three Circles of English: Language Specialists Talk about the English Language. Singapore: UniPress, pp. 195–215.Google Scholar
Bhatia, T. K. 2006. ‘World Englishes in global advertising.’ In Kachru, B. B., Kachru, Y. & Nelson, C. L. (eds.), The Handbook of World Englishes. Malden, MA: Blackwell, pp. 601–619.CrossRefGoogle Scholar
Bhatia, T. K. 2007. Advertising and Marketing in Rural India: Language, Culture and Communication. New Delhi: Macmillan India.Google Scholar
Bhatia, T. K. 2012. ‘Advertising and branding in India.’ In Lee, J. S. & Moody, A. (eds.), English in Asian Popular Culture. Hong Kong: Hong Kong University Press, pp. 231–254.Google Scholar
Bhatia, T. K. & Baumgardner, R. J. 2008. ‘Language in the media and advertising.’ In Kachru, B. B., Kachru, Y. & Sridhar, S. N. (eds.), Language in South Asia. Cambridge: Cambridge University Press, pp. 377–394.CrossRefGoogle Scholar
Bhatia, T. K. & Bhargava, M. 2008. ‘Reaching the unreachable: Resolving globalization vs. localization paradox.’ Journal of Creative Communications, 3(2), 209–230.CrossRefGoogle Scholar
Browne, C, Culligan, B. & Phillips, J. 2013. ‘The new general service list.’ Online at <www.newgeneralservicelist.org> (Accessed March 22, 2019).+(Accessed+March+22,+2019).>Google Scholar
Buckner, E. 2011. ‘The growth of English language learning in Morocco: Culture, class and status competition.’ In Al–Issa, A. & Dahan, L. (eds.), Global English: Issues of Language, Culture, and Identity in the Arab World. New York, NY: Peter Lang, pp. 213–251.Google Scholar
Comunicaffe International. 2013. ‘GLOBAL – New Nespresso brand platform: “There is pure pleasure inside.”’ Online at <https://www.comunicaffe.com/nespresso-platfor/> (Accessed May 3, 2018).+(Accessed+May+3,+2018).>Google Scholar
Conseil Supérieur de l'Education, de la Formation et de la Recherche Scientifique. 2015. A Strategic Vision of Reform 2015–2030: For a School of Equity, Quality and promotion. Online at <http://www.csefrs.ma/wp-content/uploads/2015/05/Re%CC%81sume%CC%81-vision-Anglais.pdf> (Accessed July 10, 2018). (Accessed July 10, 2018).' href=https://scholar.google.com/scholar?q=Conseil+Supérieur+de+l'Education,+de+la+Formation+et+de+la+Recherche+Scientifique.+2015.+A+Strategic+Vision+of+Reform+2015–2030:+For+a+School+of+Equity,+Quality+and+promotion.+Online+at++(Accessed+July+10,+2018).>Google Scholar
Crystal, D. (2003). English as a Global Language. Cambridge: Cambridge University Press.CrossRefGoogle Scholar
David, E., Simons, G. & Fennig, C. (eds.). 2019. Ethnologue: Languages of the World (22nd edn.) Dallas, TX: SIL International. Online at <http://www.ethnologue.com/country/ma/languages> (Accessed May 15, 2019).Google Scholar
Driscoll, M. 2007. ‘Taking a flyer on American Eagle.’ Bloomberg Business Week: Markets and Finance, July 31. Online at <http://www.businessweek.com/stories/2007-07-31/taking-a-flyer-on-american-eaglebusinessweek-business-news-stock-market-and-financial-advice> (Accessed October 3, 2014).+(Accessed+October+3,+2014).>Google Scholar
The Economic Times. 2008. ‘Identity crisis: When brands fake their nationality.’ March 7, unpaginated. Online at <http://articles.economictimes.indiatimes.com/2008-03-07/news/27713128_1_brand-attributes-citroen-wally-olins> (Accessed October 25, 2014).+(Accessed+October+25,+2014).>Google Scholar
Ennaji, M. 2005. Multiculturalism, Cultural Identity and Education in Morocco. New York, NY: Springer.Google Scholar
Galla, A. 2014. ‘Lahcen Daoudi: “La langue dont nous avons besoin aujourd'hui est l'anglais et non le français.”’ Lemag, March 31. Online at <http://www.lemag.ma/Lahcen-Daoudi-La-langue-dont-nous-avons-besoin-aujrd'hui-est-l-anglais-et-non-le-francais_a82075.html?> (Accessed September 25, 2015). (Accessed September 25, 2015).' href=https://scholar.google.com/scholar?q=Galla,+A.+2014.+‘Lahcen+Daoudi:+“La+langue+dont+nous+avons+besoin+aujourd'hui+est+l'anglais+et+non+le+français.”’+Lemag,+March+31.+Online+at++(Accessed+September+25,+2015).>Google Scholar
Gordin, M. D. 2015. Absolute English. Aeon, February 4. Online at <https://aeon.co/essays/how-did-science-come-to-speak-only-english> (Accessed March 22, 2019).+(Accessed+March+22,+2019).>Google Scholar
Group Renault. 2011. ‘Renault 2016 – Drive the change.’ Online at <https://media.group.renault.com/global/en-gb/media/pressreleases/27137/renault-2016-drive-the-change1> (Accessed July 11, 2018).+(Accessed+July+11,+2018).>Google Scholar
Group Renault. 2014. ‘Renault Atlas 2013.’ Online at <http://group.renault.com/wp-content/uploads/2014/06/atlas-renault-march-2014-en.pdf> (Accessed July 11, 2018).+(Accessed+July+11,+2018).>Google Scholar
Group Renault. 2015. ‘A new logo for Renault.’ Online at <https://group.renault.com/en/news/blog-renault/a-new-brand-identity-for-renault/> (Accessed March 22, 2019).+(Accessed+March+22,+2019).>Google Scholar
Haut-Commissariat au Plan. 2015. ‘Note sur les premiers résultats du Recensement Général de la Population et de l'Habitat 2014.’ Online at <https://rgph2014.hcp.ma/downloads/Publications-RGPH-2014_t18649.html> (Accessed July 4, 2018). (Accessed July 4, 2018).' href=https://scholar.google.com/scholar?q=Haut-Commissariat+au+Plan.+2015.+‘Note+sur+les+premiers+résultats+du+Recensement+Général+de+la+Population+et+de+l'Habitat+2014.’+Online+at++(Accessed+July+4,+2018).>Google Scholar
Hilgendorf, S. K. 2013. ‘Transnational media and the use of English: The case of cinema and motion picture titling practices in Germany.’ Sociolinguistica, 27(1), 167–186.CrossRefGoogle Scholar
Hilgendorf, S. K. & Martin, E. 2001. ‘English in advertising: Update for France and Germany.’ In Thumboo, E. (ed.), The Three Circles of English: Language Specialists Talk about the English Language. Singapore: UniPress, pp. 217–240.Google Scholar
Kachru, B.B. 1990. ‘World Englishes and applied linguistics.’ World Englishes, 9(1): 3–20.CrossRefGoogle Scholar
Kachru, B. B. 1992. ‘Meaning in deviation: Toward understanding non-native English texts.’ In Kachru, B. B. (ed.), The Other Tongue: English across Cultures. Urbana, IL: University of Illinois Press, pp. 301–326.Google Scholar
Kasanga, L. A. 2010. ‘Streetwise English and French advertising in multilingual DR Congo: Symbolism, modernity, and cosmopolitan identity.’ International Journal of the Sociology of Language, (206), 181–205.Google Scholar
Knibiehler, Y. 1994. ‘L'enseignement au Maroc pendant le protectorat (1912–1956). Les “fils de notables”.’ Revue d'Histoire Modern et Contemporaine, 41(3), 489–498.CrossRefGoogle Scholar
Lemag. 2014. ‘Lahcen Daoudi: Les professeurs universitaires seront désormais dans l'obligation de maîtriser l'Anglais.’ September 16, unpaginated. Online at <http://www.lemag.ma/Lahcen-Daoudi-Les-professeurs-universitaires-seront-desormais-dans-l-obligation-de-maitriser-l-Anglais_a85902.html> (Accessed September 25, 2015). (Accessed September 25, 2015).' href=https://scholar.google.com/scholar?q=Lemag.+2014.+‘Lahcen+Daoudi:+Les+professeurs+universitaires+seront+désormais+dans+l'obligation+de+maîtriser+l'Anglais.’+September+16,+unpaginated.+Online+at++(Accessed+September+25,+2015).>Google Scholar
Marley, D. 2004. ‘Language attitudes in Morocco following recent changes in language policy.’ Language Policy, 3(1), 25–46.CrossRefGoogle Scholar
Martin, E. 1998. ‘The use of English in written French advertising: A study of code-switching, code-mixing, and borrowing in a commercial context.’ Studies in the Linguistic Sciences, 28(1), 159–184.Google Scholar
Martin, E. 2002. ‘Mixing English in French advertising.’ World Englishes, 21(3), 375–402.CrossRefGoogle Scholar
Martin, E. 2006. Marketing Identities through Language: English and Global Imagery in French Advertising. New York, NY: Palgrave Macmillan.CrossRefGoogle Scholar
Martin, E. 2007. ‘“Frenglish” for sale: Multilingual discourses for addressing today's global consumer.’ World Englishes, 26(2), 170–190.CrossRefGoogle Scholar
Martin, E. 2008. ‘Language-mixing in French print advertising.’ Journal of Creative Communications, 3(1), 49–76.CrossRefGoogle Scholar
Martin, E. (2014). Linguistic and cultural hybridity in French web advertising. In Rudby, R. & Alsagoff, L. (eds.), The Global-Local Interface, Language Choice and Hybridity. Clevedon: Multilingual Matters, pp. 133–152.Google Scholar
Nestlé Nespresso. 2018. ‘Our Company.’ Online at <https://www.nestle-nespresso.com/about-us/our-company> (Accessed May 3, 2018).+(Accessed+May+3,+2018).>Google Scholar
Oikonomidis, A. 2003. ‘The impact of English in Greece.’ English Today, 19(2), 55–61.CrossRefGoogle Scholar
Out of Home Advertising Association of America (OAAA). 2019a. Bulletins. Online at <https://oaaa.org/AboutOOH/OOHBasics/OOHMediaFormats/Bulletins.aspx> (Accessed April 25, 2019).+(Accessed+April+25,+2019).>Google Scholar
Out of Home Advertising Association of America (OAAA). 2019b. Jr. Posters. Online at <https://oaaa.org/AboutOOH/OOHBasics/OOHMediaFormats/Posters.aspx> (Accessed April 25, 2019).+(Accessed+April+25,+2019).>Google Scholar
Petrof, J. 1990. ‘L'utilisation des langues etrangeres comme moyen d'augmenter l'efficacite de la publicite: Une approche experimentale.’ Recherche et Applications en Marketing, 5, 1–16.CrossRefGoogle Scholar
Piller, I. 2001. ‘Identity constructions in multilingual advertising.’ Language in Society, 30(2), 153–186.Google Scholar
Piller, I. 2003. ‘Advertising as a site of language contact.’ Annual Review of Applied Linguistics, 23, 170–183.CrossRefGoogle Scholar
Pompey, J. 2015. ‘Renault change sa signature.’ LesEchos, September 15. Online at <https://www.lesechos.fr/15/09/2009/lesechos.fr/300375879_renault-change-sa-signature.htm> (Accessed July 8, 2018).+(Accessed+July+8,+2018).>Google Scholar
Redouane, R. 1998. ‘Arabisation in the Moroccan educational system: Problems and prospects.’ Language, Culture and Curriculum, 11(2), 195–203.CrossRefGoogle Scholar
Rosenhouse, J. 2013. ‘Bilingualism/multilingualism in the Middle East and North Africa: A focus on cross-national and diglossic bilingualism/multilingualism.’ In Bhatia, T. K. & Ritchie, W. C. (eds.), The Handbook of Bilingualism and Multilingualism. Malden, MA: Blackwell Publishing, pp. 899–919.Google Scholar
Ruellot, V. 2011. ‘English in French print advertising from 1999 to 2007.’ World Englishes, 30(1), 5–20.CrossRefGoogle Scholar
Sadiqi, F. 1997. ‘The place of Berber in Morocco.’ International Journal of the Sociology of Language, 123, 7–21.CrossRefGoogle Scholar
Segalla, S. D. 2009. The Moroccan Soul: French Education, Colonial Ethnology and Muslim Resistance, 1912–1956. Lincoln and London: University of Nebraska Press.Google Scholar
Sfali, A. 2015. ‘Benkirane: Le français n'est pas une fatalité pour le Maroc.’ Lemag, February 24. Online at <http://www.lemag.ma/Benkirane-Le-francais-n-est-pas-une-fatalite-pour-le-Maroc_a88716.html 3/3> (Accessed September 25, 2015). (Accessed September 25, 2015).' href=https://scholar.google.com/scholar?q=Sfali,+A.+2015.+‘Benkirane:+Le+français+n'est+pas+une+fatalité+pour+le+Maroc.’+Lemag,+February+24.+Online+at++(Accessed+September+25,+2015).>Google Scholar
Skechers USA, Inc. 2018. ‘SKECHERS Corporate Information.’ Online at <http://skx.com/> (Accessed February 26, 2018).+(Accessed+February+26,+2018).>Google Scholar
Tsunoda, M. 1983. ‘Les langues internationales dans les publications scientifiques et techniques.’ Sophia Linguistica, 13: 70–79.Google Scholar
Ustinova, I. P. & Bhatia, T. 2005. ‘Convergence of English in Russian TV commercials.’ World Englishes, 24(4), 495–508.CrossRefGoogle Scholar
Vestergaard, T. & Schrøder, K. 1985. The Language of Advertising. New York, NY: Basil Blackwell.Google Scholar
Vettorel, P. 2013. ‘English in Italian advertising.’ World Englishes, 32(2), 261–278.CrossRefGoogle Scholar
West, M. 1953. A General List of English Words. London: Longmans, Green.Google Scholar
Williams, R. H. (n.d.). Selecting the most effective advertising media. Entrepreneur. Online at <https://www.entrepreneur.com/article/64738> (Accessed March 21, 2019).+(Accessed+March+21,+2019).>Google Scholar