This study investigates the role of conventionalization and cultural identity in Moroccan advertising discourse. By analyzing a selected corpus of advertisements in two key sectors— food products and mobile phone operators—we aim to uncover how advertisers use linguistic choices and cultural signs to engage Moroccan audiences. The research addresses the following central questions: How do these advertisers communicate with the Moroccan public through the selected commercials? And what cultural references or signs do they employ to construct a relatable and persuasive message? To answer these questions, we adopt a multidisciplinary approach combining linguistic and sociocultural analysis. Our findings highlight the interplay between language, culture, and conventional norms, demonstrating how advertising discourse both reflects and reinforces shared cultural identities in Morocco.

advertisement, television spot, conventionalization, cultural identity

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