Brand Influence on Language Dynamics in Advertising Media: A Study of Language Preservation and Attrition in the Algerian Context

Abstract

This study explores the influence of branding on language dynamics in Algeria, focusing on how advertising and media contribute to either the preservation or attrition of local languages such as Arabic and Berber. In a multilingual society where French and English increasingly dominate public and commercial communication, questions arise about the visibility and future of national languages. Despite the cultural and institutional importance of Arabic and Berber, they are often underrepresented in branded content, particularly in digital spaces. While previous studies have examined language policy and formal education, limited attention has been given to commercial communication as a sociolinguistic force. This research addresses that gap by analyzing consumer perspectives on language use in advertisements across various media platforms. To ensure the credibility of findings, the study employed a mixed-methods approach combining questionnaires and semi-structured interviews. Data collection was designed to ensure both reliability—through consistent instruments—and validity—by aligning tools with the research objectives and sociolinguistic context. The results reveal that branding plays a significant role in shaping language preferences, with foreign languages often associated with prestige and modernity. In contrast, local languages are perceived as culturally significant but commercially sidelined. The findings highlight a critical need for more inclusive branding strategies that support linguistic diversity and cultural identity in Algeria’s evolving media environment.