Cultural Reflections in English and Persian Advertisements

This research utilizes a qualitative approach to examine the pragmatic speech acts found in car insurance advertisements in English and Persian, particularly concentrating on the slogans and headlines that make these ads stand out as effective marketing strategies. The analysis scrutinizes ۶۰ targeted advertisements—۳۰ from each language—using Searle's (۱۹۷۹) classification of speech acts. By conducting an in-depth review of print ads gathered from leading newspapers and insurance company websites, this study identifies and categorizes the types and occurrences of speech acts within the selected material. The results indicate that both English and Persian ads primarily consist of directive and assertive speech acts, with a striking lack of declarative acts in either language. Notably, the research shows that directive speech acts are significantly more common in English advertisements (۷۱.۰۲%) than in Persian ones (۴۲.۱۰%), while assertive acts are more frequent in Persian ads (۴۲.۱۰%) compared to English (۱۸.۷۲%). Additionally, expressive and commissive acts appear infrequently, signifying different strategic approaches in marketing communication between the two languages. This study enhances the understanding of the pragmatic aspects of advertising and emphasizes how cultural and social influences shape the effectiveness of ads. The findings have educational implications, providing valuable insights for educators and students in both English and Persian contexts, especially for improving skills in advertising writing and discourse analysis. Ultimately, the research demonstrates how language transcends mere communication to serve as a means of persuasion and ideology in advertising, reflecting larger societal values and consumer behavior.

Keywords:

Advertisement , Headlines , Slogans , Speech acts