التحليل العرفاني للخطاب الإشهاري ذي الأبعاد السياسية : دراسة عرفانية في وصلة زين : "فرحة العيد و الغول"

الملخص EN

This Study aims to explain the role of conceptual metaphor in communicating the intentions of publicity speeches with political dimensions and that is by highlighting the metaphor as a knowledgeable mechanism and part of the conceptual layout resulting from an interaction between the starting field and the target field, through an analysis and advertisement link titled « farhat alaid wa lghoul », an empirical analysis.

This study leads to the fact that metaphor is a mental, knowledgeable mechanism that allows the world to be represented and its various events; by creating metaphors from tribal experiences and representations and selected from a conceptual format that achieves a informative process for the intended content, as it is a center for perceiving meaning and representing existence and building different symbolic formats, as it is the center of thinking and its tool that allws communicating purposes and achieving rhetorical and persuasive functions therfore, the speech analyst had to arm himself with metaphorical thinking that would enable him to decipher his codes and reveal its implications and meanings.