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بنية اللغة في الخطاب الإشهاري : مقاربة لسانية مقارنة
Other Title(s)
A linguistic comparative approach to the internal language structure of advertising discourse
Author
Source
مجلة جامعة الملك عبد العزيز : الآداب و العلوم الإنسانية
Issue
Vol. 28, Issue 15 (31 Dec. 2020), pp.190-210, 21 p.
Publisher
King Abdulaziz University Scientific Publishing Center
Publication Date
2020-12-31
Country of Publication
Saudi Arabia
No. of Pages
21
Main Subjects
Arabic language and Literature
Abstract 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.
American Psychological Association (APA)
الحريص، ناصر فرحان. 2020. بنية اللغة في الخطاب الإشهاري : مقاربة لسانية مقارنة. مجلة جامعة الملك عبد العزيز : الآداب و العلوم الإنسانية،مج. 28، ع. 15، ص ص. 190-210.
https://search.emarefa.net/detail/BIM-1374569
Modern Language Association (MLA)
الحريص، ناصر فرحان. بنية اللغة في الخطاب الإشهاري : مقاربة لسانية مقارنة. مجلة جامعة الملك عبد العزيز : الآداب و العلوم الإنسانية مج. 28، ع. 15 (2020)، ص ص. 190-210.
https://search.emarefa.net/detail/BIM-1374569
American Medical Association (AMA)
الحريص، ناصر فرحان. بنية اللغة في الخطاب الإشهاري : مقاربة لسانية مقارنة. مجلة جامعة الملك عبد العزيز : الآداب و العلوم الإنسانية. 2020. مج. 28، ع. 15، ص ص. 190-210.
https://search.emarefa.net/detail/BIM-1374569
Data Type
Journal Articles
Language
Arabic
Notes
يتضمن هوامش.
Record ID
BIM-1374569