Discourse analysis
Maryam Sadat Hejazi; Sayyedeh Rozatian; Zohreh Najafi
Volume 12, Issue 1 , January 2021, , Pages 327-354
Abstract
Rhetorical structure theory is a scientific approach that has emerged in the field of linguistic-computational.It also seeks to use the most appropriate way to deliver a message by advertising agents of goods/services, and in addition to providing techniques to strengthen business texts in discovering ...
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Rhetorical structure theory is a scientific approach that has emerged in the field of linguistic-computational.It also seeks to use the most appropriate way to deliver a message by advertising agents of goods/services, and in addition to providing techniques to strengthen business texts in discovering hidden relationships in commercial. The present study aims to study the content of268 sample context of commercials in eight topics, during one year of Green Family Magazine, Success and Iran Newspaper .we study the relations between the text components of commercials in the context of rhetorical structure theory and what effect it and drawing tree diagrams. The results of this study the contextof commercials studied by the research, relations such as “elaboration”,“joint”,“background”,“enablement”,“solutionhood”, and “evidence”.“Elaboration” has the most frequency Percentage. Then “enablement” has the greatest share. Subsequent relationships depend on the subject of commercials. By using “Elaboration”, “enablement”, and “evidence” relations, the author aims to engage the reader with the nucleus content, using the complementary section which is satellite.
hengameh vaezi; Malahat Roshanzamir
Volume 11, Issue 2 , June 2020, , Pages 202-230
Abstract
Advertising , as one of the most important tools for interaction, has used a special strategy named euphemism. This paper examines the euphemism strategies in Persian language media on the base of Crespo Fernandez's (2005) Framework.The purpose is to know what kind of euphemism discourse strategies have ...
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Advertising , as one of the most important tools for interaction, has used a special strategy named euphemism. This paper examines the euphemism strategies in Persian language media on the base of Crespo Fernandez's (2005) Framework.The purpose is to know what kind of euphemism discourse strategies have been used in media advertisements to change the emotional expression of the words, phrases and sentences from negative to the positive form to the audience attention. Then, it has been intended to identify other euphemism strategies specified in Advertising which have not been determined before. Data were gathered from T.V. , radio, internet and billboards which have been discussed on the base of descriptive-analytical method. the analysis of the analysed data (71 out of 125) shows 12 common strategies have been used in advertisements which are as follows: using lexical substitution, connotations, downtoning adverbs (quantity, quality, request and reducing phrases), impersonalization, fine making techniques, negative structures, interrogative sentences, declarative sentences, hedging model verbs, first person in (interrogative, declarative, imperative) sentences, compounds sentences and fined imperative sentences. Among strategies mentioned the last three ones have not introduced and discussed before. Those are finding of this research in media advertisements. All of the above strategies mentioned can be classified into five classes; substitution, Addition of downtoning elements, changing the structure, connotations and changing the paradigms. The important point is that there is no clear borderline among them; In some data, a combination of different strategies has been used at the same time to make a pattern of euphemism and some kind of overlapping has been observed.
