Employing Slang in Digital Advertisements for The Bimo Algeria Group and its Impact on Stimulating Purchasing Behavior An Analytical Study of Functions in light of the Roman Jakobson Approach

Abstract

This research aims to study the linguistic functions of slang in Bimo Group advertisements on its Facebook page in light of Roman Jakobson's approach, and to try to understand the ability of slang to influence consumers and push them to buy Bimo products.

The study concluded that Bimo's advertising discourses focused largely on emotive, conative and poetic functions to attract the audience and pushing them to make a decision to buy its various products