چکیده:
With recently widespread use of mobile phones and SMS communication in Iran and reformulation of conventional communication practices, short message advertisements have recently started to gain prominence in the world of advertisement as a quick, less costly, available and reliable means of introducing the products and services offered by the companies and institutions. With this in mind, the present study focuses on a qualitative /quantitative sociolinguistic study of 100 SMS advertisements in Iran. Having divided the messages into four categories according to message senders, it has tried to highlight statistically the effect of message type on message length, the role of semiotics, the lexicogrammatical tools of nominalization, intensifiers, and connotatively-loaded consumerism discourse as well as foregrounding, intertextuality and the type of address terms in persuading the message receivers to buy or use the products and services advertised and impose them on the recipients in addition to a reference to the effect of prevalent ideology on the contents of the message.
خلاصه ماشینی:
A Sociolinguistic Study of Discourse of Consumerism in SMS Advertisements of Iran Mohammad Reza Khodadust a Department of English, A7f!!jaiJan University of Shahid Madani, Tabriz, Iran February 2013 Abstract With recently widespread use of mobile phones and SMS communication in Iran and reformulation of conventional communication practices, short message advertisements have recently started to gain prominence in the world of advertisement as a quick, less costly, available and reliable means of introducing the products and services offered by the companies and institutions.
nominalization, intensifiers, and connotatively-loaded consumerism discourse as well as foregrounding, intertextuality and the type of address terms in persuading the message receivers to buy or use the products and a E-mail: Mr_Khodadust@yahoo.
Coupled with the developments in mobile communications and SMS exchanges, there has been a widespread attempt by companies and firms, whether statenm or private, as well as individuals, to persuade people into buying their products, services or attending ceremonies through SMS text messages According to Katz (2006), mobile SMS technology helps the transfer of information, participation in social events and political developments.
Moreover, an element of imposition is present in the messages sent by group A governmental offices like the following example in which a commanding tone is used: =(View the image of this page) The use of non-linguistic features Semiotics is defined by Richards and Schmidt (2002, p.
Consumerism discourse of the SMS advertisement in this study revealed the use of a total number of 41 Cases of intertextuality the understanding of which depended on possessing some presupposed literary, historical, cultural, religious or social knowledge of the events or pieces mentioned in the messages by the recipient.