تحليل الخطاب الإشهاري : "فنانيس رمضان" أنموذجا : دراسة تداولية حجاجية

الملخص EN

It is not hidden from anyone that media has an overwhelming control over all aspects of life, which has given it intellectual, cultural and societal supremacy.

Yet, the current time is the time of visual image, spoken language, visual thinking, and the spectator society; the time in which images - the most influential - are read more than words.

With the digital world, which doesn't miss a thing, except it makes its efforts in a real or virtual world of metaphysical dimensions, it was clear that everyone who has an idea and goal from a company, an institution, or a body will turn his face towards this world and this image; to promote his idea and to achieve popularity for his idea in a very short time.

Therefore, the visual images in the media became crowded, and their styles varied to the extent that the producer has to master his product and dress it up with a distinctive suit to draw attention to it, and this what one can watch in advertisements with multiple sources.

Out of this seen (visual) image is the advertisement/ breaks that the month of Ramadan is characterized with due to the many repeated advertisements (in the month, during the same day and over the years) forming an advertising discourse for a television channel is (MBC) channel using an animated cartoon called “Fananees”.

The current study is designed to find out samples of the Fananees discourse and analyze it through a pragmatic argumentative study in which the interactive relationships between the iconic components of the discourse and its goal are expressed, revealing the extent of the impact of this Fananees image on the audience by examining its semantics, the interesting and convincing speaking situation.