This study examines the use of Darija in advertising and marketing in Morocco from a sociolinguistic perspective. It aims to analyze the linguistic strategies employed in advertising slogans and to highlight the rôle of Darija in brand’s communication practices. To achieve this, the study is based on a corpus of Moroccan advertising slogans, identifying the main discursive mechanisms used by advertisers, including everyday vocabulary, short sentence structures, direct address, idiomatic expressions, borrowings from French and English, and code-switching. The findings show that these linguistic choices make advertising messages more accessible, memorable, and emotionally engaging for the target audience. They also reveal that Darija performs a dual function: it contributes to the promotion of Moroccan cultural identity and linguistic heritage while serving as a strategic tool that enhances the persuasive effectiveness of advertising campaigns and strengthens the relationship between brands and consumers. The study concludes that advertising plays a significant rôle in the social recognition of Darija and its integration into commercial communication strategies. However, this growing visibility remains closely tied to market-driven dynamics, raising questions about the commercial instrumentalization of language