Connotative Meanings of Color in Algerian Culture: Case Study of Red and Yellow

Abstract

This article investigates the connotative meanings of the color terms “red” and “yellow” in Algerian culture from a pragmatic perspective. The study aims to explore the different connotative representations that these colors can acquire in various contexts. The data for this study were primarily obtained from Algerian newspapers, TV series, and social media posts. To pinpoint the accuracy of the analysis, a Discourse Completion Task (DCT) questionnaire was distributed among male and female Algerian students at Jordan University. The DCT comprised 12 situations, with six for each color, and participants were required to determine the appropriate meaning in each situation. The collected data was then analyzed qualitatively in detail. The results have shown that while the red color in Algerian culture has both positive and negative connotations, yellow always bears a negative connotation. These findings provide valuable insights into the cultural associations and symbolism of these colors in Algerian society, which can be relevant for professionals in fields such as marketing, advertising, and international business to enhance their cross-cultural communication and understanding.