Cookies Policy

This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies.

I accept this policy

Find out more here

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

Brill’s MyBook program is exclusively available on BrillOnline Books and Journals. Students and scholars affiliated with an institution that has purchased a Brill E-Book on the BrillOnline platform automatically have access to the MyBook option for the title(s) acquired by the Library. Brill MyBook is a print-on-demand paperback copy which is sold at a favorably uniform low price.

Access this chapter

+ Tax (if applicable)

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



Can't access your account?
  • Tools

  • Add to Favorites
  • Printable version
  • Email this page
  • Recommend to your library

    You must fill out fields marked with: *

    Librarian details
    Your details
    Why are you recommending this title?
    Select reason:
    Arabic Dialectology — Recommend this title to your library
  • Export citations
  • Key

  • Full access
  • Open Access
  • Partial/No accessInformation