البعد و المقصد الإشهاريان في قصيدة التكسب بالمدح حتى نهاية العصر الأموي

الملخص EN

In this research, we start from the hypothesis that says: the publicist discourse is of dominant and evident presence in our Arab heritage.

It represents a soft force.

The poem represents publicity breaks that include an image and a public language, with which the poet presents his cultural product to the praised one to convince its importance and influence the recipient in general.

To achieve this end, the advertising poem is based on emotional, not intellectual, attraction in order to be amenable to cultural consumption.

The publicist poem is based on the principle of exchange between the two parties: the poet and the praised one.

In this equation, the poet is no less important than his praise.

The publicist discourse is manifested with a clear intent on the one hand, and an implicit dimension on the other.

To achieve the research hypothesis, it proceeds according to the following plan: - The semiotics of publicist discourse and Profiting via Praise - The publicist perspective and the poem of ‘Profiting via Praise’ - The publicist perspective in adumbrate dashboard - The publicist perspective and women - The camel, its alternatives, and the poet's journey - The advertising intention in the poem ‘profiting via Praise’ - Advertising intention and exchange formula - Advertising intention and counter advertising - Advertising intention and classic construction