The Deviant Features of Trade Advertising Register in Arabic

Abstract

Arabic, like all the world languages, has different regional varieties (dialects). Ferguson puts such dialects under the term LOW VARIETY of a language which generally deviates from the standard language model. The language of advertising, for example, deviates from the standard language. It has fore-grounded linguistic features and carries a style of language characterized by being persuasive and attractive. The linguists formulate a systematic and scientific model for this highly idiosyncratic use of language. In this paper, I collected some planned linguistic deviations in the written form of trade advertising in Arabic. These advertising expressions are analyzed at different linguistic levels; namely, phonological, morphological, syntactical and semantical. This study aims to throw lights on: 1- How the language of trade advertising in Arabic is constructed. 2- The extent in which the trade advertising variety in Arabic is different from the standard variety. 3- The purpose and role of inviting the trade advertising register. 4- Whether we can use the register of trade advertising in any other register.