La créativité langagière dans les affiches publicitaires des opérateurs de téléphonie mobile algériens : étude sociolinguistique et sémiotique des supports visuels de Djezzy, Mobilis et Ooredoo.

Abstract

This thesis analyzes language creativity in the advertising of Algeria’s three main mobile operators: Djezzy, Mobilis, and Ooredoo. The study demonstrates how, in a multilingual sociolinguistic context, advertisements use code-switching, neologisms, and wordplay to attract public attention and strengthen brand image. Through a sociolinguistic and semiotic approach, the research highlights that language creativity is a strategic tool for adapting advertising discourse to Algeria’s linguistic and cultural realities, fostering innovation and building closer ties with consumers.