A Comparative Pragmatic Study of English and Persian Advertisements in terms of Speech Acts

This research study employs a qualitative design to explore the pragmatic speech acts utilized in English and Persian car insurance advertisements, with a focus on the slogans and headlines that establish them as memorable marketing tools. The investigation critically examines ۶۰ selected advertisements—۳۰ from each language—applying Searle's (۱۹۷۹) framework for classifying speech acts. Through rigorous analysis of print advertisements sourced from prominent newspapers and insurance company websites, this study identifies and categorizes the types and frequencies of speech acts present in the corpus. The findings reveal that both English and Persian advertisements predominantly feature directives and assertive speech acts, with a notable absence of declaratives in both languages. Specifically, the research highlights a higher frequency of directive speech acts in English (۷۱.۰۲%) compared to Persian (۴۲.۱۰%), while assertive acts are more prevalent in Persian advertisements (۴۲.۱۰%) than in English (۱۸.۷۲%). The study also uncovers a limited presence of expressive and commissive acts, indicating distinct strategic approaches in marketing discourse between the two languages. By contributing to the understanding of pragmatic mechanisms in advertising, the study underscores the role of cultural and social factors in shaping advertisement effectiveness. The implications extend to education, offering insights for teachers and learners in English and Persian language contexts, particularly for developing skills in advertising writing and discourse analysis. Overall, this study illuminates how language functions not merely as a communicative tool but as a vehicle for persuasion and ideology in advertising, reflecting broader societal values and consumer behavior.

کلیدواژه ها:

Advertisement ، Headlines ، Slogans ، Speech acts