Arab World English Journal (AWEJ) Volume 12. Number4 December 2021 Pp. 167 -177
DOI: https://dx.doi.org/10.24093/awej/vol12no4.12
Effects of Language Variety and Word Availability in Commercial Advertisements on
Listener’s Lexical Recall
Munerah Algernas
Department of Linguistics & Translation Studies
College of Languages & Translation
King Saud University, Saudi Arabia
Corresponding Author: malgernas@gmail.com
Yahya Aldholmi
Department of Linguistics & Translation Studies
College of Languages & Translation
King Saud University, Saudi Arabia
Received: 9/15/2021 Accepted: 10/20/2021 Published: 12/15/2021
Abstract:
Commercial advertisements in Arabic-speaking regions tend to alternate between dialectal Arabic and Modern Standard Arabic, but it is not yet clear whether language variety has any impact on listener’s lexical recall. Insight into this issue should help enterprises design their commercial advertisements in a linguistically intelligent manner. This study addresses two questions: 1) How does language variety (dialectal vs. standard) affect listener’s lexical recall in commercial advertisements? 2) Do listeners recall words that have appeared in dialectal advertisements better than those that did not appear in advertisements using the same variety? Fifteen Saudi participants responded to a forced-choice memory test with 24 yes-no questions (3 per advertisement) asking participants to report whether they heard a specific key word in eight advertisements that utilized different language varieties. The findings show that Arabic speakers tend to perceive both Modern Standard Arabic and dialectal Arabic in commercial advertisements similarly, but tend to recall the presence of a key word in an advertisement better than its absence. Future research may increase the sample size and examine more Arabic varieties.
Keywords: commercial advertisements, dialectal Arabic, memory, Modern Standard Arabic, language variety, lexical recall
Cite as: Algernas, M., & Aldholmi, Y. (2021). Effects of Language Variety and Word Availability in Commercial Advertisements on Listener’s Lexical Recall. Arab World English Journal, 12 (4) 167-177.
DOI: https://dx.doi.org/10.24093/awej/vol12no4.12
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