جستجوی مقالات مرتبط با کلیدواژه « تبلیغات بازرگانی » در نشریات گروه « ادبیات و زبان ها »

This research has investigated the topic in commercial advertising from the perspective of Lambrecht information structure framework by a descriptive -analytic method. 282 commercial advertisements have been collected from TV, radio, internet, commercial posters and street billboards. The main question of this research is how the Lambercht’s framework accounts for the representation of topic in advertising. Results showed that from 288 advertisements, 155 appeared as topic in form of nouns or pronouns, 86 in zero form, and 41 as antitopic. In terms of function, content and statistics there was no significant difference between television and internet advertisement. On the other hand, in posters and billboards advertising, no difference was found. That is to say, in both of them audio-verbal factors are not involved and only the visual factor has an effective role on the addressee.

Using rhetoric and lingual tools within the domain of commercials has positive and undeniable effects on audience. In their main essence, commercials have four essential and important inducing thought and message, attaining audience’s trust, encouraging and persuading, and preserving the subject in mind. Because of their capacities, rhetoric and lingual methods are very useful to attain these purposes. This study is to examine rhetoric and lingual functions of commercials including allegory, simile, metaphor, synonymy, repetition, etc. which can leave the most effect on audience in reaching the mentioned purposes. Using these methods in commercials does not adopt the same form in affection and induction perspectives. The writers of this article have tried to reveal the importance and effect of these functions for commercial purposes by using objective evidences and to refer to discourse analysis of some of those evidences.

Nowadays, several producing companies offer their products in their domiciles and also abroad. Henceforth; translating commercials from the culture and language of the origin to the culture and language of the target has got much importance. The makers of commercials hire various visual and linguistic elements to attract the attentions of addressees and encourage them to purchase advertised merchandises. Advertisement language is a creative language and the makers of commercials do their best to make the best use of playing with words, idioms etc. Also; we have to keep in mind that commercials are deeply correlated with the culture of the addressed country. Herein; we confront with two issues: firstly; whether it is possible to present commercials directly in the culture and target language or changing in illustrations or the source language is required and secondly; which points a translator faces when converting commercials. This article attempts to response the above questions and present solutions for them.