Abstract—This paper investigates the strategies employed in
Egyptian real estate billboards to attract potential customers.
More specifically, it examines how the mixing of Arabic and
English as codes, and the use of visuals and colors, are
techniques that aim to enhance the sales market. The theory of
Multimodality [1], as well as Linguistic Landscape [2] are used
to analyze a number of real estate double billboards that are
displayed in two Egyptian main routes, namely Cairo Ring
Road and the Egyptian North Coast highway. Results of this
research would add to the body of research in the area of
multimodality and linguistic landscape. They would also shed
light on the strategies used by advertisers which reflect the
social identity of the community where the examined billboards
are displayed.
Index Terms—Advertising, code mixing, multimodality,
linguistic landscape.
Y. Salah El-Din is with the American University in Cairo, Egypt (e-mail:
yasmine@aucegypt.edu).
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Cite:Y. Salah El-Din, "Code Mixing in Egyptian Real Estate Billboards: A Multimodal Analysis," International Journal of Languages, Literature and Linguistics vol. 8, no. 4, pp. 223-233, 2022.