Code-Switching to English in Moroccan Television Advertisements: A Qualitative Analysis of Linguistic Strategies in Commercial Discourse

Abstract

This study examines the growing use of English in Moroccan television advertisements, a topic that has received very little attention in the existing research. Morocco is a multilingual country where Arabic, French, Amazigh, and increasingly English coexist in everyday life. Most studies on code-switching in Morocco have focused on Arabic-French language contact, leaving the role of English in commercial media largely unexplored. To address this gap, this study analyzes a set of screenshots captured from recent Moroccan television commercials aired on Al Aoula and retrieved from its online platform. Using a qualitative descriptive approach, the study identifies three main patterns of English use in these advertisements: brand-related switching, where English appears in product names and corporate identities; action-oriented switching, where short English words serve as attention-getters linked to digital culture and youth engagement; and slogan-based switching, where complete English phrases carry aspirational and emotional meaning. The findings reveal that English is not used randomly in these advertisements but serves clear strategic functions, including conveying modernity, connecting products to global consumer culture, and appealing to young audiences. Notably, the data show that English is no longer limited to international companies but is also adopted by local Moroccan brands, suggesting that English is becoming an integral part of Morocco’s commercial communication. This study contributes to the understanding of Morocco’s evolving linguistic landscape and highlights the need for further research on the expanding role of English in Moroccan advertising discourse.