مریم طریقت بین

The scopes of this research were to analyze the semiotic and cultural aspects of 30 English and Persian advertising slogans of various brands and also to reveal the functions of advertising elements used in the advertising teasers. The slogans were sampled for the analysis on the random basis from the internet sources. The writer used descriptive qualitative method to describe and analyze the semiotic elements; objects; verbal and nonverbal dimensions of advertisements. The semiotic model used in this analysis was Charles Sanders Peirce’s semiotic framework. The researcher identified the frequency of cultural and advertising elements used in the advertising slogans in order to illustrate the techniques used by the companies. The findings of the present research indicated that among the advertising elements, shots, color, and music were used more in the 15 English advertising teasers, but in 15 Persian advertising teasers, shots and color were used more than the other advertising elements. In addition, the functions of semiotic and cultural elements in advertising are as follows: they convey the messages more vividly and comprehensively, facilitate the communication between the advertisers and audiences, indicate the truths and facts in a different way, evoke the awareness and conscience of people in order to help others, convey a piece of information about the advertisement, make reference to a concrete or imaginary reality associated with the values of the advertised product or service, and build a bridge for social groups and various communities.

The aim of the present study is to compare Inferno in Dante’s Divine Comedy with Salvador Dali’s selected paintings. The researchers seek to find differences, similarities, reflections of Freud’s psychoanalytic theories, and analyzed the symbols and signs in Dali’s paintings. Inferno in Dante’s Divine Comedy consists of thirty-four cantos from which the current study has selected images that illustrate the differences, similarities, psychoanalytic theories of Freud, and symbols in Dali’s paintings. The research method of the present study is analytical-comparative method which has used the American school of comparative literature in analyzing the above examples. The corpuses of the current study include Dante’s Inferno and Dali’s adaptive paintings. This study addresses Inferno in that it inspired Dante in the form of dream, and it is the product of the unconscious mind. On the other hand, Dali’s Paintings have been explored because he, as a surrealist painter, portrayed the dreams and the unconscious in his works. The major finding includes the similarity between Dali’s focused on the human’s unconscious and psychosexual symbols in his paintings with Dante’s employment of the unconscious in Divine Comedy , as well as the impact of this medieval work on modern art.