چکیده:
Advertisement has long been used as a tool for informing and attracting audiences in different ways. This study aims at investigating the linguistic tools of advertisement in Persian on the basis of Halliday’s systemic-functional grammar theory. The data of this study were gathered from written and verbal commercial advertisements which were recorded and rewritten in order to investigate verbal groups in the sentences in terms of process and function types and subsequently compare the two bodies. The results showed that material and relational processes had highest frequency in Persian language in terms of ideational metafunction. From the interpersonal metafunction perspective, information function was frequent in most cases. Regarding these factors, there was no significant difference between verbal and written bodies.
خلاصه ماشینی:
Exploring Persian Commercials Based on the Halliday’s Systemic-Functional Grammar Rahimeh Roohparvar Assistant Professor, Shahid Bahonar University of Kerman roohparvar@uk.
The data of this study were gathered from written and verbal commercial advertisements which were recorded and rewritten in order to investigate verbal groups in the sentences in terms of process and function types and subsequently compare the two bodies.
Keywords: , Advertisement Systemic-Functional Grammar, Ideational Metafunction, Interpersonal Metafunction Received: February 2014; Accepted: March 2015 Iranian Journal of Applied Language Studies,Vol 7, No 1, 2015 1.
These Iranian Journal of Applied Language Studies,Vol 7, No 1, 2015 advertisements have been differentiated and explored according to their verbal and textual characteristics.
Differentiating the commercials in both bodies, advertisements were classified based on the process type (material, mental, relational, behavioral, verbal and existential), and studied based on the frequencies, similarities, and differences.
2% Exploring Persian Commercials Based on… There were 103 cases of material process in the verbal body including 51 commercials and 250 sentences.
2% This process was used a little more in the verbal body and appeared in 18 cases: Iranian Journal of Applied Language Studies,Vol 7, No 1, 2015 I’m calm now.
90 p> Exploring Persian Commercials Based on… As it can be seen, these two bodies were significantly different only in terms of verbal processes.
By comparing written and verbal commercial advertisements in Persian language on the basis of the Halliday’s systemic functional grammar, it was distinguished which processes were used more in each text and what the main differences between written and verbal texts were.