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Alipour, M., Kiaeifar, N. (2015). A Comparative Study of English and Persian Advertising Slogans: Linguistic Means through the Sands of Time. Research in Applied Linguistics, 5(Special Issue), 53-65. doi: 10.22055/rals.2015.11269
Mohammad Alipour; Neda Kiaeifar. "A Comparative Study of English and Persian Advertising Slogans: Linguistic Means through the Sands of Time". Research in Applied Linguistics, 5, Special Issue, 2015, 53-65. doi: 10.22055/rals.2015.11269
Alipour, M., Kiaeifar, N. (2015). 'A Comparative Study of English and Persian Advertising Slogans: Linguistic Means through the Sands of Time', Research in Applied Linguistics, 5(Special Issue), pp. 53-65. doi: 10.22055/rals.2015.11269
Alipour, M., Kiaeifar, N. A Comparative Study of English and Persian Advertising Slogans: Linguistic Means through the Sands of Time. Research in Applied Linguistics, 2015; 5(Special Issue): 53-65. doi: 10.22055/rals.2015.11269

A Comparative Study of English and Persian Advertising Slogans: Linguistic Means through the Sands of Time

Article 6, Volume 5, Special Issue, Winter and Spring 2015, Page 53-65  XML PDF (1054 K)
Document Type: Research Article
DOI: 10.22055/rals.2015.11269
Authors
Mohammad Alipour; Neda Kiaeifar
Islamic Azad University, Ahvaz
Abstract
This study was a contrastive analysis of the evolution of English and Persian advertising slogans to investigate their similarities/differences in using rhetorical figures, and the evolution in the use of these figures in the slogans of each language. Thus, 800 Persian and English slogans from the last four decades were collected. Lapsanka's framework (2006) including different aspects with some sub-variables was adopted. The frequencies of sub-variables were calculated and compared via Chi-square to determine the significance of the differences between the use of these figures in the slogans of each language and the two languages in the successive decades. Results revealed that Persian slogans changed phonologically, and lexically, but not syntactically and semantically. Also, English slogans changed phonologically, but not lexically or semantically. This study can have implications for teaching translation, journalistic English and Persian, and enhancing learners' cultural awareness.
Keywords
Advertisement; Slogan; Linguistic Means (Rhetorical Figures); Evolution
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