Title: The Use of English in the Algerian Business Sphere: A Sociolinguistic Analysis of some Names of Algerian Brands and Companies
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This dissertation is intended to investigate the use of English in the Algerian Linguistic Landscape, focusing on the use of English for the labeling of Algerian brands and companies. Its objective is threefold. It aims first to identify the reasons behind the new linguistic practice consisting in the labeling of companies and products in English. Second, it investigates the features shared by the language of the corpus and the classified advertising register. Third it intends to uncover the indirect messages the English labels of companies and brands convey. For this reason a total number of 1855 names of Algerian brands and companies were collected to serve as a corpus for this study. Moreover, questionnaires were administered to 50 Algerian businessmen. Relying on previous works in the field of Linguistic Landscape, Bruthiaux’s Classified Advertising Register (CAR) model, in addition to the Triadic Semiotic Theory of Charles Sanders Peirce, the corpus was classified according to their lexicogenic processes, the location and sectors of activity of the company they represent and the type of the products they stand for. The research is both qualitative and quantitative; the results are interpreted through Qualitative Content Analysis (QCA) as an attempt to understand the motives leading Algerian business owners to choose English among other more dominant languages existing in Algeria, namely: Arabic, French and Tamazight. The results reached in this research reveal that Algerian businessmen make use of English mainly in order to give a modern and international image of the quality of their services and products, to satisfy their ambitions of integrating the international market or for mere linguistic preferences. Furthermore, the linguistic analysis shows that the corpus of this research shares a number of features with the Classified Advertising Register. Besides, the semiotic analysis indicates that the signs besides carrying the mission of representing products and companies are intended to convey an array of messages relating to the high quality of the services and the products they stand for. Finally, recommendations for further LL research are provided.
- Département d'Anglais