The Discourse of TV Arabic Advertisement With Reference to English

الملخص

This study investigates the discoursal structure of TV commercial
(consumer) advertisements in Arabic. It focuses on analyzing and describing
the visual and linguistic verbal strategies and their structures, specifically
aspects attempting to persuade the viewers together with their syntactic and
semantic features, which are reached through tape-recorded situations of 75 samples shown on two channels of Nile satellite. However, non- verbal
strategies are going to be tackled just in passing. It is believed that an
effective advertisement can be best presented if the advertiser is well
acquainted with the linguistic and rhetorical devices used in the advertising
message. In addition, since both Arabic and English have increasingly come
world-wide use, we hope this research raise the level of awareness of the
persuasive techniques used in advertisements. Such awareness might be
important, for example, for students of translation whom we hope to enable
to a better use of Arabic and English through exposure to the use of this
particular variety of language. We hypothesize that TV commercial
advertisements vary in the strategies adopted in presenting the advertising
message. We also hypothesize that exaggeration is the most prominent
strategy. The study has come up with the findings that first, TV commercial
advertisements involve various strategies accompanied by some modes that
help for an effective presentation of the message. Second, the study proves
that TV commercial advertisements are highly exaggerated; this is really
reflected in the use of adjectives that are mostly superlative.