TOURISM ADVERTISING AND CULTURE COMMODIFICATION, IMPLICATIONS AND PERSPECTIVES: RIAD IN THE MEDINA AS A CASE STUDY

Meriem Rafik, Jamaa Ouchouid

Abstract


In this article, we will describe how advertisers use commodification as a marketing strategy through linguistic patterns present in a travel guide. We will use the case of a riad located in the Medina as a case study in order to demonstrate how this latter is sold as an image or lifestyle rather than a destination. Furthermore, the aim of this research revolves around providing an insight into demonstrating the commodification of the Moroccan culture through advertising destination image, taking a riad in the Medina as a case study.

 

في هذه المقالة، سنصف كيف يستخدم المعلنون عملية التسليع باعتبارها استراتيجية تسويقية من خلال الأنماط اللغوية الموجودة في دليل السفر. سنستخدم حالة رياض يقع في المدينة القديمة لمراكش بهدف توضيح كيف يُسوَّق هذا الأخير الصورة أو أسلوب الحياة بدلاً من كونه وجهة سياحية. علاوة على ذلك، يتمحور هدف هذا البحث حول تقديم رؤية توضح تسليع الثقافة المغربية من خلال الإعلان عن صورة الوجهة، وذلك من خلال دراسة حالة لرياض في المدينة القديمة.

 

Dans cet article, nous décrirons comment les annonceurs utilisent la marchandisation comme stratégie marketing à travers les schémas linguistiques présents dans un guide de voyage. Nous prendrons le cas d’un riad situé dans la médina comme étude de cas afin de démontrer comment ce dernier est vendu comme une image ou un mode de vie plutôt qu’une simple destination. Par ailleurs, l’objectif de cette recherche est d’apporter un éclairage sur la marchandisation de la culture marocaine à travers la promotion de l’image de la destination, en prenant un riad dans la médina comme exemple.

 

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Keywords


Marrakech, advertising, cultural representation, commodification, Moroccan lifestyle / مراكش، الإعلان، التمثيل الثقافي، التسليع، أسلوب الحياة المغربي / Marrakech, publicité, représentation culturelle, marchandisation, mode de vie marocain

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References


Eggins, S. (2004). An Introduction to Systemic Functional Linguistics (2nd ed.) Retrieved from https://repository.dinus.ac.id/docs/ajar/An_Introduction_to_SFL_2nd_edition_Suzanne_Eggins.pdf

Francesconi. S. (2014). Reading Tourism Texts: A Multimodal Analysis. (p.44). http://dx.doi.org/10.21832/9781845414283

Halliday, M. A. K. & Matthiessen, C. M. I. M. (2004). An Introduction to Functional Grammar (3rd ed.). Hodder Arnold. Retrieved from https://www.uel.br/projetos/ppcat/pages/arquivos/RESOURCES/2004_HALLIDAY_MATTHIESSEN_An_Introduction_to_Functional_Grammar.pdf

Lee, J., Attkinson, B.; Clammer, P., Maxwell, V., Louis, R. S., & Parkes, L. (2017). Lonely Planet Morocco (12th ed.). Retrieved from https://books.google.ro/books/about/Lonely_Planet_Morocco.html?id=rLMuDwAAQBAJ&redir_esc=y




DOI: http://dx.doi.org/10.46827/ejlll.v9i2.626

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