THE DISCOURSE OF ARABIC ADVERTISING: PRELIMINARY INVESTIGATIONS
This article explores the discourse of commercial consumer advertising in the written and visual media of Egypt. After setting advertisements in the context of genres and schemas, it focuses mainly on the relationship between language and cultural representation within the discourse of advertising. The paper places special emphasis on the role of intertextuality within the advertising framework. It also assesses the effectiveness of using different language levels in a given advertisement or commercial, and looks at the deployment of rhetorical devices to reinforce the advertising message.
“An ad is not a tangible or stable entity; it is the dynamic synthesis of many components, and comes into being through them”.
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Gully Journal of Arabic & Islamic Studies 1997 Vol 1