Deutsche und arabische Zeitungsanzeigen: Eine textsorten-linguistische Analyse | ||||
| مجلة کلية التربية فى العلوم الإنسانية و الأدبية | ||||
| Article 9, Volume 28, Issue 2, April 2022, Page 47-75 PDF (899.96 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jfehls.2022.264799 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Shaimaa Kholef | ||||
| Abstract | ||||
| The study analyzes two advertisements in the two languages (German and Arabic) by explaining the structure and content of each advertisement in the two languages. In this way, lexis and syntax of German and Arabic are explored. In addition, the connection between text-external factors, e.g., B. Advertising goals and building blocks internal text factors e.g., Action prototypes and arguments are examined. The analyzed advertisements belong to the automotive product branch. The advertising goals of the ads are clearly different from each other. In German ad, the ad target is introductory ad and in Arabic ad, it is expansion ad. While the elements headline, sub headline, claims and body text appear in the German advertisement analyzed, the elements headline, sub headline, body text and inserts appear in the Arabic ad. When it comes to lexis, German advertisements are about verbs, nouns, adjectives, and adverbs. In comparison, the Arabic display shows usage of verbs and nouns. Here it must be emphasized that the lexical elements in both the Arabic and the German ad play a role in influencing the reader's evaluation of the product and arousing the interest of the target groups in the purchase of the product. In terms of syntax, simple sentences and ellipsis appear in the German display. In terms of content, the sentence types are declarative and imperative. The same applies to the Arabic display. In terms of punctuation, all sentences in the German ad end with a period. In contrast, the is missing in almost all sentences of the Arabic display. Both in the German and in the Arabic advertisement, connotes and associations appear that influence the emotional value or mood of the reader. In addition, chains of isotopes appear in the Arabic display, stimulating the reader's interest in purchasing the products. The German display of isotope chains, which are product-specific, is completely different. In the two advertisements analyzed, the images contribute to attracting the reader's attention. In the German ad, there are two sub-acts: naming the product explicitly and describing the product and citing additional actions: product name and enumerating product properties. In the same way, two sub-acts appear in the Arabic ad: naming sales modalities and addressing emotions and naming additional actions point of sale, linking emotions to the product. The persuasive function that appears in the analyzed advertisements is the attention and interest activating function. The content-related argumentation strategy that dominates in the German ad is the product-related argument, while the recipient-related argument appears in the Arabic ad. The text action of the German ad is Inform about the existence and nature of the product. Unlike the Arabic ad, the text action of the Arabic ad is intended to persuade people to buy/use the product. The interplay of the text action and the sub-action in the analyzed advertisements contributes to understanding the advertising message and thus to influencing the attitude of the recipient. Both the linguistic and the visual elements in the two analyzed advertisements play a role in reaching the advertising target. In addition, the text plot and plot prototypes in the ads arouse the reader's interest in purchasing the product. | ||||
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