NUDGES LINGUISTIQUES ET NON LINGUISTIQUES DANS LE NEUROMARKETING : CAS DE LA PUBLICITÉ TÉLÉCOM EN ALGÉRIE
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This article first offers a comprehensive review of nudge theory, then undertakes an empirical investigation of six emblematic Algerian advertising campaigns conducted between 2024 and 2025 by the two leading mobile network operators in Algeria, Mobilis and Ooredoo. We conceptualize the nudge as a “behavioral push” embedded within choice architecture, and distinguish its linguistic and non-linguistic instantiations in order to describe the mechanisms of influence it employs to guide or shape actions and behaviors and thoughts. Our analysis of the advertising corpus demonstrates the effectiveness of these devices in subtly steering consumer decisions without resorting to explicit coercion, while underscoring the necessity of ethical reflection on their implementation.