Details de l’article

This current research tends to establish a correlation between commercial advertisement and language promotion process. It focuses on exploring to what extent linguistic tactics in commercial advertising can be a means of promoting and saving African Languages for their development. To reach such an investigation, this work examines how far national languages in Cote D’Ivoire can be planned and promoted through commercial advertisements. To this end, the theory of language planning policy and Fairclough’s three-dimension theory are employed to reveal the discursive tactics and functions of local languages in advertising. It is observed that various local words and utterances are used as slogans and brand names in advertising discourse. In fact, in the context of Côte D’Ivoire, the use of local languages such as Baoulé and Malinké in commercial advertising is progressively noticeable. Such an integration of local languages in advertisements is due to the power of advertising in being into contact with population. As involved in selling new items and promoting modern products, commercial advertising can be used in the process of modernization and standardization of language planning policy to save and valorise local languages. This article is a problem-solving suggestion to language policy makers in order to promote our languages through advertisements.