خلاصة:
The present article is about investigating the function of auditory signs and discursive tricks in radio commercial advertisement texts. The aim of this descriptive research was to see what auditory techniques and possibilities are utilized to convey explicit and implicit meanings in these texts. The results obtained from the analysis of eleven samples of radio advertisements indicate that in the design of multi-layered radio advertisement texts, various layers specific to this auditory medium—namely the layers of speech, music, and ambient sounds—are employed for understanding and also for persuading the listener to purchase goods or use services, and discursive tricks and the persuasive role of language play an essential role in this process.
ملخص الجهاز:
The results obtained from the analysis of eleven samples of radio advertisements indicate that in the design of multi-layered radio advertising texts, different layers specific to this auditory medium, namely the layers of speech, music, and ambient sounds, are employed for the understanding and also the persuasion of the listener to purchase goods or use services, and discursive tricks and the persuasive role of language also play an essential role in this regard.
Since discursive tools are considered one of the effective strategies in the process of producing and receiving texts, the awareness of radio advertisers regarding the quality of the functioning of these tricks allows them to become more sensitive to the needs of their audience and to create interesting and understandable texts; in a way that leads to persuading them to purchase goods or use advertised services.
Given that radio is a tool that, through the use of an auditory medium, has at its disposal the possibilities of speech, music, and ambient sounds, and also since the primary goal of designing radio advertising texts is to persuade the listener to purchase the advertised product, we want to see how these texts function in fulfilling the persuasive role of language; therefore, the objectives pursued in the present study are as follows: 1.
3. The results of this research confirm the third hypothesis of the study; in this way, among the linguistic roles in this text, its persuasive role - whether explicit or implicit - is very prominent; because the goal of designing this radio advertisement text is to persuade the listener to perform an action, purchase a product, or use a service.
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