Grammatical Cohesion in Persian and English Advertising (Case Study: Food Products)
Today, advertising plays an important role in human life and many aspects of the society’s activities; as a result, texts written in this field are of the same importance. From the viewpoint of functional linguistics, especially Halliday and Hassan’s Cohesion Theory (1976), one of the main factors o...
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2020-09-01
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| Series: | ̒Ilm-i Zabān |
| Subjects: | |
| Online Access: | https://ls.atu.ac.ir/article_10986_75877a7e02045edc2488ea6e58ba0af4.pdf |
| Summary: | Today, advertising plays an important role in human life and many aspects of the society’s activities; as a result, texts written in this field are of the same importance. From the viewpoint of functional linguistics, especially Halliday and Hassan’s Cohesion Theory (1976), one of the main factors of meaningfulness and effectiveness of a text is cohesion which is divided into three categories: grammatical, lexical, and conjunctional. It is expected that advertising texts, which are written with the purpose of persuading the target audience, have strong cohesive relations. Since food products are among the most necessary needs for human, the advertising for these products is of main importance for food industry producers. Due to the importance of cohesive and effective advertising texts as well as the key role of cohesive relations in these texts, the present research aims to investigate grammatical cohesive devices, in a selection of Persian and English media advertising texts (50 sample texts for each). The results show that reference and ellipsis are the most frequent cohesive devices in both English and Persian texts. It was also found that while the roles of the two are almost the same in the Persian texts, the role of reference is much more prominent than that of ellipsis in the English texts. |
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| ISSN: | 2423-7728 2538-2551 |