Cross-Cultural Differences in Pictorial Metaphors in Advertisements: Iran and the West
- سال انتشار: 1391
- محل انتشار: اولین همایش ملی تحقیقات در زمینه آموزش زبان انگلیسی، مترجمی و زبانشناسی
- کد COI اختصاصی: RTETL01_052
- زبان مقاله: انگلیسی
- تعداد مشاهده: 484
نویسندگان
Department of Foreign Languages, Islamic Azad University, Khorasgan Branch, Isfahan, Iran
Department of English Language, Faculty of Letters and Humanities, Shahrekord University, Iran
چکیده
Recent economic, political, and cultural developments have added to the importance of advertisements and the significant role they play in public and private sectors of the society. The discourse ofadvertisements has triggered a bulk of research and become the target of scrutiny from differentperspectives. A fundamental issue in cross-cultural advertising is whether the knowledge which transfersfrom pictorial metaphor, that is, metaphors which are abundant in pictures, is similar in different cultures. Accordingly, the present study aimed to investigate cross-cultural differences between the Iranian TVcommercials and Western countries. To achieve this aim, a number of Food advertisements were recorded from Iranian and Western TV commercials. Moreover, Barth’s (1986) model-signified and signifier-was taken to analyze the data. The pictorial metaphors in the advertisements from Iranian TV commercialswere compared to those of Western in line with Barth’s model and the specific factor of differences, thatis, culture. The results indicated relatively cross-cultural differences between the Iranian and Western TV commercials in terms of using pictorial metaphors in communicating knowledge. This study furthers our understanding of how cultures influence the way consumers decode messages. The differences observed are attributed to the cultural differences of Iran and Western countriesکلیدواژه ها
مقالات مرتبط جدید
- انعکاس اهمیت گل و گیاه در ادبیات ایران
- بررسی ارزشهای انسانی در عرفان و ادبیات صوفیانه ایرانی
- The Problems faced by EFL Teachers in Teaching English Speaking Skills to the Iranian Students in Three Top Language Institutes in Iran
- تطور نهادهای اجتماعی و فرهنگی سرزمین های خلیج فارس شرقی از ورود اسلام تا پایان قرن چهارم هجری
- Artificial Intelligence-powered Vocabulary Instruction: A Study on Recall and Retention in English for Specific Purposes
اطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.