Language Acculturation: A Study of Al-Ta’rib and Al-Mu’arrab in Advertisement Language in Nasr City Cairo

DOI

10.2991/icclas-18.2019.10How to use a DOI?

Keywords

Language Acculturation, al-Ta’rib, al-Mu’arrab, Advertisement Language, Nasr City,

Abstract

This study aims to show that there is language acculturation process in Nasr City Cairo advertisement. This acculturation occurs in the form of foreign language entering and adapting to Arabic language (borrowing words). In this case, English words are adapted to Arabic language (al-ta’rib) and these words are adapted to be parallel with Arabic grammatical forms (al-mu’arrab). In this study, descriptive qualitative method is used and the primary data are language facts found in advertisement in Nasr City Cairo around 2017-2018. The advertisement used comes from various contexts, such as education and economics. Meanwhile, the secondary data in this study are books, journals, and articles on language acculturation, al-ta’rib, al-muarrab and advertisement language. Some of them are books written by Imil Badi Yaqub, Gaby Semaan, Ahmad Muammar Qadafi, Lapsanska Zana, Abdul Malik, and Muhammad Afif Amrullah. In addition, sociological and language approaches are applied in this study. The result of this study reveals that: First, there is language acculturation process found in advertisement language located in Nasr Caity Cairo. Second, the language acculturation found in the advertisement indicates social status of society where the advertisement takes place. Third, the language acculturation on social, education, health, and economic advertisement are different. Fourth, the use of this language advertisement was adjusted to its contextual needs. In the field of social and health, the language advertisement was used based on the grammatical of Arabic language. In the field of education and economics, foreign words (ta’rib) were commonly used. This condition occured due to the needs of language use with its contextual functions.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zamzam Nurhuda
PY  - 2019/02
DA  - 2019/02
TI  - Language Acculturation: A Study of Al-Ta’rib and Al-Mu’arrab in Advertisement Language in Nasr City Cairo
BT  - Proceedings of the 2nd Internasional Conference on Culture and Language in Southeast Asia (ICCLAS 2018)
PB  - Atlantis Press
SP  - 37
EP  - 40
SN  - 2352-5398
UR  - https://doi.org/10.2991/icclas-18.2019.10
DO  - 10.2991/icclas-18.2019.10
ID  - Nurhuda2019/02
ER  -