لغة الإشهار التجاري في جريدة الوسيط الأردنية: دراسة وظيفية في ضوء اللّسانيات التطبيقية

Abstract

This study focuses on commercial advertising as communication messages whose formal components and structural formats comply with the intentions of the speaker as well as the conditions of the addressees. Commercial advertising operates in specific social contexts, which determine the strategies and tools that advertising designers employ to spread their persuasive, sometimes even misleading, messages to consumers. By defining the nature of commercial advertising messages and their communicative aspects and linguistic components, this study examines the linguistic strategies advertisers use to achieve the utilitarian purpose of language in the context of commercials. Moreover, the study employs the functional approach to language, which explains linguistic phenomena by looking at the communicative functions of language use in various contexts. It traces this in a recent issue (1109, 2021) of Al-Waseet newspaper, which specializes in commercial advertising, and it explores how instructive, directive functions were employed in many of the advertisements published by the newspaper. That is, the language used in Al-Waseet’s commercial advertisements was found to have an instructive function that is stylistically directed to achieve the goals of excitement, persuasion, enjoyment, and influence.