Abstract
This intervention-based research explores the notion of the corpus—a fundamental yet controversial element in scientific inquiry—in order to overcome certain methodological obstacles that may hinder the progress of academic work. Within a context marked by the breakdown of disciplinary boundaries, corpus linguistics contributes to reframing the theoretical foundations of analysis and encourages researchers to adopt new epistemological stances to better grasp the complexity of emerging linguistic data. The study thus emphasizes the importance of understanding not only the construction of a corpus but also its functioning within a specific framework. As an illustration, it examines the formation procedure of a corpus of advertisements from the telephone operator 'Djezzy' to analyze the discursive strategy employed in the representation of femininity, which is frequently associated with stereotypical roles. Drawing on the reflections of Moirand and the deconstruction approach proposed by Derrida, this analysis aims to uncover the mechanisms, hierarchies, and gaps that structure advertising discourse.
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