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The Variety Of Housewives And Cockroaches: Examining Code-Choice In Advertisements In Egypt

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Chapter Summary

This chapter examines the discourse function of code-choice in advertisements in Egypt and shows how advertisements reflect and influence attitudes towards language use in the Egyptian community. It defines diglossia and shed light on Badawis levels and their significance for the chapter and shows how the makers of advertisements use code choice and stylistic devices in Egypt with examples from the authors data. The chapter discusses that how code-choice is related to the nature of the product advertised and the target audience. It is divided into two parts, one that deals with sociolinguistic stereotypes specific to Egypt and the second deals with stylistic devices. The cockroach uses ECA negation with the ECA participle form ʾana miš šāmim. So, is Egyptian Colloquial Arabic (ECA) the variety of housewives and cockroaches? Fortunately for us, the answer to this question is no.

Keywords: Badawi; cockroaches; code-choice; diglossia; Egyptian Colloquial Arabic (ECA); housewives; sociolinguistic stereotypes; stylistic devices



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