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

Meriem Rafik, Jamaa Ouchouid

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.

 

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language, advertising, marketing, cultural representation, orientalism

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References


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DOI: http://dx.doi.org/10.46827/ejals.v8i3.649

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