Code Mixing in Egyptian Real Estate Billboards: A Multimodal Analysis

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.