DE LA VARIATION DU FRANÇAIS DANS LES PUBLICITÉS DE MTN CAMEROUN

2025-08-19T08:06:22+00:00

ABSTRACT

This article, which deals with the linguistic variations observed in advertising, takes place in a context prone to competition linked to the marketing of the same product by several companies. Since all advertising cannot be done outside the language, the advertiser relies on the sociolinguistic context to choose a linguistic model characteristic of the greatest number. Therefore, the problem posed by this study is that of the incidence of the French spoken in social communications in Cameroon characterized by a variation on MTN's advertisements. The main question that we are attempting in this article is the following: what are the mechanisms which contribute to the linguistic variation in the advertisements of MTN Cameroon? The main objective of this research is to show that several mechanisms contribute to the variation in the advertising discourse of the MTN telephone operator. The data was collected by photographing posters and screenshots of MTN SMS. In total, we retained one hundred (100) advertisements. To solve the problem posed, our analysis was based on the variationist theory developed by Labov in the 1970s and an empirical-inductive approach. In the end, the findings reveal that: first, the different forms of variations observed express the freedom of the advertiser and of his target from which he is inspired. Then, the advertisements studied take charge of the ambient linguistic melting pot in the context in which they are deployed. Finally, the primary function of advertising is probably to sell the touted products, except that in the context of this study, it acquires undeniable importance as a teaching aid for a French as a second language course. The study has a double epistemological and didactic interest because it is based on a theory with reliable heuristic principles and reveals to the reader the linguistic strategies of the brand firm that is MTN.

RÉSUMÉ

Cet article qui porte sur les variations linguistiques observées en publicité s’inscrit dans un contexte enclin à la concurrence liée à la commercialisation du même produit par plusieurs entreprises. Toute publicité ne pouvant se faire en dehors de la langue, l’annonceur s’appuie sur le contexte sociolinguistique pour choisir un modèle linguistique caractéristique du plus grand nombre. Dès lors, le problème que pose cette étude est celui de l’incidence du français parlé dans les communications sociales au Cameroun caractérisées par la variation sur les publicités de MTN. La question centrale qui nous préoccupe dans cet article est la suivante : quels sont les mécanismes qui contribuent au passage de la variation à l’insécurité linguistique dans les publicités de MTN Cameroun ? L’objectif principal de cette recherche est de montrer que plusieurs mécanismes contribuent à la variation des discours publicitaires de l’opérateur de téléphonie MTN. Les données d’analyse ont été collectées par photographie des affiches et par capture d’écran des SMS de MTN. Au total, nous avons retenu cent (100) publicités. Pour résoudre le problème posé, notre analyse s’est adossée sur la théorie variationniste élaborée par Labov dans les années 1970 et une démarche empirico- inductive. Au final, l’on peut retenir que : tout d’abord, les différentes formes de variations observées exprimeraient la liberté de l’annonceur et de sa cible dont il s’inspire. Ensuite, les publicités étudiées prennent en charge le melting-pot linguistique ambiant dans le contexte où elles se déploient. Enfin, la fonction primordiale de la publicité est probablement de vendre les produits vantés, sauf que dans le cadre de cette étude elle acquiert une importance indéniable en tant que support didactique pour un cours de français langue seconde. L’étude revêt un double intérêt épistémologique et didactique car elle est fondée sur une théorie aux principes heuristiques fiables et dévoile au lecteur les stratégies linguistiques de la firme de marque qu’est MTN.

FEMINISM AS A TOOL FOR SOCIAL ENGINEERING AND CHANGE IN AKACHI ADIMORA-EZEIGBO’S CHILDREN OF THE EAGLE.

2025-08-01T10:41:38+00:00

This paper explicates the use of feminism as a tool for social engineering as outlined in Akachi Adimora Ezeigbo’s Children of the Eagle. It examines the propagation of identified feminist tools which results in the female characters coming out of the confines as they transform the stereotypes that surround them into liberating modes of freedom. The postcolonial feminist theory serves to underscore the way the protagonist’s gender and class aided their subjugation, marginalization and oppression. Ten excerpts were purposively sampled from our selected text. Purposive sampling is a non-probability sampling that is based on the aim of the study. This paper affirms that in order to achieve change, women need to create symbols for the new set of relationship they are seeking to institutionalize in a particular society. To accomplish this change, it is imperative for women to perceive and pursue the possibilities of altering their structural position, to find out the extent to which they are willing to work for changes in laws and other political structures which affect women. Furthermore, it is important for women to work towards establishing an essential feminist agenda that is all embracing. This agenda should encourage women to explore the opportunities that abound in negotiation, dialogue, economic independence, complementarity, self-discovery, female bonding and mentoring for overall growth and development.

African Journal of Linguistics, Literary and Cultural Studies

DE LA VARIATION DU FRANÇAIS DANS LES PUBLICITÉS DE MTN CAMEROUN

ABSTRACT

FEMINISM AS A TOOL FOR SOCIAL ENGINEERING AND CHANGE IN AKACHI ADIMORA-EZEIGBO’S CHILDREN OF THE EAGLE.