درخت حوزه‌های تخصصی

Advertisement has long been used as a tool for informing and attracting audiences in different ways. This study aims at investigating the linguistic tools of advertisement in Persian on the basis of Halliday’s systemic-functional grammar theory. The data of this study were gathered from written and verbal commercial advertisements which were recorded and rewritten in order to investigate verbal groups in the sentences in terms of process and function types and subsequently compare the two bodies. The results showed that material and relational processes had highest frequency in Persian language in terms of ideational metafunction. From the interpersonal metafunction perspective, information function was frequent in most cases. Regarding these factors, there was no significant difference between verbal and written bodies.

Morpho-syntactic patterns device encompasses a subcategory of the cohesive devices that assists hearers to have an adequate mental representation for understanding speech. This article investigates the morpho-syntactic patterns employed in some Persian live sport radio and TV programs adapting Dooley and Levinsohn’s theoretical and analytical framework. The research data includes around 30,000 words extracted from 20 live sport radio and TV recorded programs. The morpho-syntactic patterns functionality is presented via comparing their frequency using descriptive statistics. The t-test is run to evaluate whether the differences in the utilization of morpho-syntactic patterns used in live radio and TV talks is significant or not. The results show that such patterns in Persian can be studied in the same way as Dooley and Levinsohn’s perspective, among which consistency of inflectional categories receives the most frequency while echoic utterances do the least. The consistency of inflectional categories catches a meaningful difference between its applications in the research data. Furthermore, there are not significant differences between the application of echoic utterances and discourse-pragmatic structuring in the corpora. Finally, morpho-syntactic patterns device, generally speaking, is reported as not having any significant relation in its applications in Persian live radio and TV talks under study.

Evolution of languages has always been of interest to linguists. In this paper we study the natural progress of the syllable structure from Old Persian (O.P) to Middle Persian (Mi.P) and up to the Modern Persian (Mo.P). For this purpose all the words containing consonant sequences are collected from specific sources of each of these languages, and then analysed according to the syllabification principles. Pulgram (1970) distinguishes three principles for this matter which is stated in Hyman (2003:279).The first one, is the maximum open syllable principle, the second, the minimum coda and maximum onset principle and the last one is the irregular coda principle. In addition , to find the syllable structure of the words, phonological rules are also applied. Greenberg (1978) suggests a number of rules specifying the collocation constraint of phonemes and phonological structure of the word, which are: Obligatory Contour Principle (OCP), Sonority Sequencing Principle (SSP) and Syllable Contact Law (SCL). On basis of these rules and principles the clusters are separated from sequences, and the syllable structure of each language is acquired. Finally the progress of the syllable structure change is studied through representing the data from all three languages, and investigating the process taken for clusters to reach the present time. As the data exhibits, in O.P initial consonant clusters are frequently observed and also, through syllabification, some final syllable clusters will be obtained. In Mi.P also both initial and final clusters fully exist, with growing number of final ones. Initial consonant clusters are completely omitted in Mo.P and only final clusters remain. Deletion and vowel insertion are the two most occurring processes in these processes.