Global Language, Local Impact: The Role of English in Moroccan Online Advertising

Abstract

Abstract: This article examines the utilization of the English language in e-advertising on Facebook within the framework of Moroccan digital advertising. The frequent intertwining of English with other languages, whether local or foreign, in an increasingly digitized world, illustrates a continually evolving linguistic dynamism. Through an analysis of the diverse applications of English as a favored language within e-advertisements, this study sheds light on the persuasive and suggestive capabilities of English as a lingua franca, a conduit for global cultural exchanges, and its association with luxury and prestige products. Utilizing a corpus study, this research investigates the use of English in e-advertisements along with the various linguistic-discursive strategies employed by copywriters and their potential impact on Moroccan e-consumers. Keywords: e-advertising; linguistic fetishism; global English; persuasion- foreign languages.