National languages in written advertising of retaurants and food stores in Niamey
DOI:
https://doi.org/10.36950/Keywords:
Food advertising – National languages – Niamey – Restaurant - Written advertisingAbstract
The participation of national languages in advertising texts in Niger is becoming more and more an innovative strategy which benefits in parallel with language science studies. In the commercial field, the objective is undoubtedly to gain notoriety, to involve and to convince the consumer. This advertising strategy affects all categories of shops including restaurants and food shops and can be read on panels, signs and other advertising displays that overlook the capital. The languages concerned are the Hausa (with a high proportion) followed by Soɳay-Zarma and Arabic. This choice is explained by a number of sociolinguistic particularities including: vehicle, socio-professional status and the culture of speakers. The words used in advertising texts and which intervene mainly in the constitution of catchy titles, slogans and explanatory texts come from the lexicon these languages although we often meet (with a small proportion), other national languages such as Kanuri, Fulfulde and African such as Jula, Bambara, Wolof.
The development of these texts and the lexical manipulation of national languages, call on levels and references of vocabulary of these languages thus affecting linguistic, sociolinguistic and cultural considerations.
This article based on the exploitation of a corpus containing terms in national languages that allowed us to highlight the morphosyntactic and semantic structureof advertising texts and to analyze the lexical implication produced.
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