The special advertising language that attract in Saudi Telecom Company(stc)

Albandari Alsudairi

doi:10.35516/hum.v49i4.9911

Authors

Albandari Alsudairi Department of Arabic Language, College of Arts, Imam Abdulrahman Bin Faisal University, Dammam, Kingdom of Saudi Arabia.

DOI:

https://doi.org/10.35516/hum.v49i4.9911

Keywords:

Advertising, Online advertising, semiotics, Pierce approach, linguistic System, iconic system, Argumentation

Abstract

This research deals with the language in electronic Advertising through an inter-study underpinned by linguistics. It takes great advantage of other disciplines such as sociolinguistics, psycholinguistics, Media … We are studying the language of Advertising in its two systems; the Linguistics and the Iconic ones through exposing a fixed advertisement of the (STC). The advertisement in question has appeared in three different formats in both Twitter and Facebook in a one-day social even. Our analysis will be based on tracking and analyzing the publicity strategies within the framework of Peirce. Hence, it has required a simplified presentation of the application’s benefit. The research aims at revealing the advertisements’ implicit meanings embedded behind the explicit ones. Besides, we tend to determine the ability of the language used in the advertisement to achieve the company's economic goals. Moreover, we target explaining the strategies used to attract consumers and convince them to buy the product. We will also analyze the pragmatic tools and techniques of advertisement namely the argumentation with values employed to achieve the company’s objectives. The specificity of the study is that it focuses on a social event; that of the International Father’s day and this justifies the limitation of the advertisement broadcasting. We have equally showed the extent to which the language of the advertisement has managed to attract the receivers despite the short period of broadcasting. Besides, the research has revealed the fact that advertisers have benefited from the theories of language and its tools.

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