The cultural dimension in discourse advertising in the Algerian print press French-speaking and its persuasive use

Abstract

The advertisements of the Algerian French-language print media of El Watan and Liberté, enforce enactment scenographies using
slogans, encoded around certain cultural traits of their readers In fact, the analyses has shown this situational context make
that, these language productions, and out he contrary those used in national channel television programs, are written in majority
in standard French. This communication framework, and according to the nature of the objects to be promoted and the targeted audience, allows some advertisers to address the readers, as Algerian citizens adhering to national constants constituting from their cultural identity. It allows others to talk to them especially as a citizen of the world, evolving in a globalized space and responding to
universal values, consensual and in adequacy with to time. Appearing explicitly in filigree, these different values then
become selling arguments, which make it possible to conceal purchase recommendation.