Alireza Jalilifar; Reza Banari; Zohreh Gooniband Shooshtari
Volume 7, Issue 1 , March 2019, , Pages 1-15
Abstract
The current study qualitatively examined blurbs in the discipline of physics which is perceived to be less infused with evaluative resources and more objective and impersonal in its textual argumentation. The study followed the appraisal framework proposed by Martin and White (2005) to see how interpersonal ...
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The current study qualitatively examined blurbs in the discipline of physics which is perceived to be less infused with evaluative resources and more objective and impersonal in its textual argumentation. The study followed the appraisal framework proposed by Martin and White (2005) to see how interpersonal meaning is textually constructed in blurbs. Findings indicated that writers of the blurbs are more favorably disposed towards employing appreciation than other kinds of attitudinal resources. Two major waves of interpersonal meanings were observed in the hyper-Theme and hyper-New of blurbs. The latter appeared stronger because of the interpersonal contributory effect of the former. Findings showed that the ideational entity receiving initial thematic prominence in the beginning phase of the blurbs is the book rather than the author, leading to the major prominence given to the book, the dense accumulation of appreciation in comparison to other attitudinal resources, the grammatical passivity of blurbs’ structures, and the realization of blurbs’ discourse as a marked theme.
Zohreh Shooshtari; Monireh Allahbakhsh
Volume 1, Issue 2 , September 2013, , Pages 82-103
Abstract
This article intended to illustrate a profile of the impact of English in magazine print advertising in Iran, examining the quantitative results obtained from discourse analysis. Three issues of Khanevadeh Sabz and two issues of Zendegi Ideal, female-oriented and best-seller magazines published in 2011, ...
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This article intended to illustrate a profile of the impact of English in magazine print advertising in Iran, examining the quantitative results obtained from discourse analysis. Three issues of Khanevadeh Sabz and two issues of Zendegi Ideal, female-oriented and best-seller magazines published in 2011, were collected and a total of 261 advertisements was analyzed qualitatively. Results showed that English has consistently used in Persian magazine advertisements, representing attention-getting, persuasion, international brands, prestige, modernity, globalization, premium quality, fun, innovation and creativity. However, the use of English in Persian magazine advertisements is culturally and linguistically constrained. Culturally, in advertising traditional products English is only used to introduce the name and e-mail address. Linguistically, although some English written slogans in Persian magazines had pun in them, English used in Persian magazine advertisements mostly consists of easy-to-read vocabulary. Overall, in spite of the public’s generally low proficiency in English, it is predicted that English mixing will continue to thrive in magazine advertising discourse in Iran.