A Comparative Study of English and Persian Advertising Slogans: Linguistic Means through the Sands of Time
Publish place: Journal of Research in Applied Linguistics، Vol: 5، Issue: 0
Publish Year: 1394
نوع سند: مقاله ژورنالی
زبان: English
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JR_RALS-5-0_006
تاریخ نمایه سازی: 17 اردیبهشت 1403
Abstract:
This study was a contrastive analysis of the evolution of English and Persian advertising slogans to investigate their similarities/differences in using rhetorical figures, and the evolution in the use of these figures in the slogans of each language. Thus, ۸۰۰ Persian and English slogans from the last four decades were collected. Lapsanka's framework (۲۰۰۶) including different aspects with some sub-variables was adopted. The frequencies of sub-variables were calculated and compared via Chi-square to determine the significance of the differences between the use of these figures in the slogans of each language and the two languages in the successive decades. Results revealed that Persian slogans changed phonologically, and lexically, but not syntactically and semantically. Also, English slogans changed phonologically, but not lexically or semantically. This study can have implications for teaching translation, journalistic English and Persian, and enhancing learners' cultural awareness.
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Authors
Mohammad Alipour
Islamic Azad University, Ahvaz
Neda Kiaeifar
Islamic Azad University, Ahvaz