Enjeux des transferts culturels dans le discours publicitaire des multinationales Cas de OREO Maroc

Abstract

It is generally agreed that globalization has made borders disappear at the political, social and economic levels. This mar-tern phenomenon of our time has led to quite considerable changes, especially in terms of communication models. Therefore, communicating with a globalized target, a target belonging to different cultures remains a concern of international brands.Moreover, adapting the content of an advertisement is not always an easy task, especially with regard to the adaptation of cultural codes, which are, of course, one of the factors of efficiency and discursive performativity.