LINGUISTIC TECHNIQUES IN ADVERTISING

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ABOL HASANI CIMEH Z.

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Journal: Nameh Farhangestan Year:2003 | Volume:6 | Issue:1 (21) Page(s): 118-130

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Title

LINGUISTIC TECHNIQUES IN ADVERTISING

Author(s)

ABOL HASANI CIMEH Z. | Issue Writer Certificate

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Abstract

This paper is based on a study of Iranian TV commercials that the author has recently undertaken. At the start, she quotes a number of Western linguists on the role that language plays in composing commercial messages, to provide a theoretical foundation for her discourse. She then analyses the crop of recent commercials to determine which linguistic techniques are more commonly used by the Iranian copywriters, and advertisers. A very common technique, she finds, is the transposition of the keyword to the beginning of the sentence, in place of the natural subject, for emphasis. Another technique is a very generous use of positive and persuasive adjectives in the context of a flowery language. Likewise, a growing genre is the singing commercial that draws on rhythmic language and music to drive its message home, and this is not surprising for Iran, considering the time-honoured poetical traditions of the country.The author concludes by stating that in today's fast-changing world, the linguistic techniques used in advertising are also rapidly changing and evolving."In this development, the enduring factor is the important role of language in advertising. The potentials of the language continue to provide the advertiser with a powerful tool to exploit."

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APA: Copy

ABOL HASANI CIMEH, Z.. (2003). LINGUISTIC TECHNIQUES IN ADVERTISING. NAME- YE FARHANGESTAN, 6(1 (21)), 118-130. SID. https://sid.ir/paper/88044/en

Vancouver: Copy

ABOL HASANI CIMEH Z.. LINGUISTIC TECHNIQUES IN ADVERTISING. NAME- YE FARHANGESTAN[Internet]. 2003;6(1 (21)):118-130. Available from: https://sid.ir/paper/88044/en

IEEE: Copy

Z. ABOL HASANI CIMEH, “LINGUISTIC TECHNIQUES IN ADVERTISING,” NAME- YE FARHANGESTAN, vol. 6, no. 1 (21), pp. 118–130, 2003, [Online]. Available: https://sid.ir/paper/88044/en

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