بنية اللغة في الخطاب الإشهاري : مقاربة لسانية مقارنة

الملخص EN

Within a theoretical and applied framework, the current study discusses the linguistic structure of advertising discourse in its linguistic pattern, explaining its most significant features in all its linguistic levels that reveal its ability to intensify linguistic itensity and its role in controlling the semantics of the iconic pattern, the second important component of advertising discourse.

this controlling can be seen in two possible functions.

(i) anchorage- images are prone to multiple meanings and interpretations.

anchorage occurs when text is used to focus on one of these meanings, or at least to direct the viewer through the maze of possible meanings in some way.

(ii) relay-the text adds meaning and both text and image work together to convey intended meaning.

both functions pay attention to the role of linguistic pattern in identifying the semantic dimensions of image in the iconic pattern so that the message of advertising discourse is being successful.