A Contrastive Analysis of Rhetorical Figures in English and Persian Advertisements  

Oleh:

Khodabandeh, Farzaneh

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: The Asian ESP Journal vol. 3 no. 2 (2007), page 41-64.
Topik: advertisement; display ads; discourse; rhetoric; rhetorical figures; slogans.
Fulltext: Untitled4.pdf (205.73KB)

Isi artikel

Specialized languages such as the language of advertisements are made up of rhetorical figures, which have their own means of persuasion. In this research paper, the Persian and English ads were analyzed in order to illustrate the rhetorical domains that were shared in common. The analysis was based on a sample of 100 English and 100 Persian display ads. The findings of this study revealed that in order to make advertising words vivid, conspicuous, and impressive, with high readability (Leech, 1966), various figures of rhetoric were used in both English and Persian advertising headlines. This study has pedagogical implications for teaching journalistic English, translation and increasing EFL learners’ cultural awareness.

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