ETHICAL IMPLICATIONS OF PERSUASIVE MARKETING: CONSTRUCTIONS OF TOURIST IDENTITY AND CULTURAL OTHERNESS

Authors

  • Meriem Rafik Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco
  • Jamaa Ouchouid Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco

DOI:

https://doi.org/10.46827/ejals.v8i3.649

Keywords:

language, advertising, marketing, cultural representation, orientalism

Abstract

This article tackles the way orientalist doctrines are projected onto promotional discourse. In this article, we will use the case study of recreational activities taking place in Marrakech in order to demonstrate the ideological perspectives of Western advertisers. The goal of this research is to reveal the way Western advertising entities exert power over the Western tourist and the Moroccan community.

Author Biographies

  • Meriem Rafik, Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco

    Jamaa Ouchouid is a full professor at the faculty of Letters and Human Sciences, Marrakech, Morocco. His areas of interests include Linguistics Translation, Culture and Education.

  • Jamaa Ouchouid, Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco

    Meriem Rafik is a doctoral student. She is a member of the laboratory of Translation, Intercultural Dialogue and Knowledge Integration at the faculty of Letters and Human Sciences, Marrakech, Morocco.

References

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Published

2025-09-29

Issue

Vol. 8 No. 3 (2025)

Section

Articles

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