توظيف مقومات الهوية الثقافية في الخطاب الإشهاري التقليدي

الملخص EN

This study aims to investigate the components of cultural identity and its relationship to the Art of advertising; by revealing how to employ them within the TV advertising discourse and researching its connotations and purposes, the study concluded that its use in the Adv discourses contributes to persuasive process of Adv as it adds aesthetics to it.