November 2007 Volume 3 Issue 2
Article 3.
PDF File
November 2007 home

Article Title
A Contrastive Analysis of Rhetorical Figures in English and Persian
Advertisements

Author
Farzaneh Khodabandeh
Mobarakeh Payameh Noor University, Isfahan, Iran

Bio Data
Farzaneh Khodabadeh has been teaching English for 10 years at schools and 4 years at university. She has a Master's in Teaching English from Isfahan University in Iran. She is currently teaching Discourse Analysis, Testing and Research Methods at Mobarakeh University. Her area of research is Discourse Analysis. She has written 5 articles and published two books - Pre-intermediate College English and Intermediate College English.

Abstract
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.

Key words: advertisement, display ads, discourse, rhetoric, rhetorical figures, slogans.

PDF File
MS Doc
SWF File

Full article will be uploaded shortly in php version