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

<p>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.</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0856/a.php" alt="Hit counter" /></p>

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Publication Details

Journal
European Journal of Applied Linguistics Studies
Published
2025-09-29
DOI
https://doi.org/10.46827/ejals.v8i3.649
Primary Topic
Consumer Behavior in Brand Consumption and Identification
Type
article
Field-Weighted Citation Impact
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article

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

Jamaa Ouchouid, Meriem Rafik
European Journal of Applied Linguistics Studies
Consumer Behavior in Brand Consumption and Identification
article

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

Jamaa Ouchouid, Meriem Rafik
article en

Abstract

<p>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.</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0856/a.php" alt="Hit counter" /></p>

European Journal of Applied Linguistics StudiesVol. 8(3)
Cadi Ayyad University (MA)
Openalex Percentile: Top 64%
Consumer Behavior in Brand Consumption and Identification
DOIOpen Access PDFOpenAlex
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ETHICAL IMPLICATIONS OF PERSUASIVE MARKETING: CONSTRUCTIONS OF TOURIST IDENTITY AND CULTURAL OTHERNESS — Jamaa Ouchouid, Meriem Rafik · European Journal of Applied Linguistics Studies (2025) | TGRS Research Map | TGRS