درخت حوزه‌های تخصصی

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.

Auster’s first novel The Invention of Solitude was significant, in that it not only catalogued his own experiences, but also provided one of the earliest examples of the psychological processes involved in trauma and memory storage. It demonstrates the self’s psychological use of the Ego, in a classical sense, to negotiate between emotional response and reality, in order to create meaning around a set of events. More specifically, the death of Auster’s father operates as a catalyst for the author’s journey of self-discovery, which is richly tied to the psychoanalytical principles of Freud and Lacan, and which ultimately allows him to fully appreciate his experience of loss, by supporting the wish fulfillment related to his relationship with his father, and his need to understand the rejection he perceives suffering as a child. This highlights the difference between the inner child’s ego-centric or narcissistic perception, and the adult’s ability to rationalize, especially as it relates to memory and unfulfilled need. Keywords: Paul Auster, psychoanalysis, trauma, memory, self-myth

Shakespeare’s The Tempest is an outstanding theatrical microcosm representing the unavoidably overwhelming Foucauldian power relations in all human civilizations and their intricate interdependency of such power relations with the possession of knowledge and construction of reality. The fictional world of The Tempest is thoroughly endowed with the mechanisms of an intense web of power struggles and domination fixations which typically have been, are, and will be characteristic of any human society throughout history. For the sustenance of such a complex texture of power structures and for the manipulation of the overall balance to the advantage of a specific minority, the pivotal function of a constructed reality is as substantial in the story as the real life. Prospero, the central character, successfully manages to subdue all other dangerous, power-thirsty rivals by making use of his superior knowledge enabling him to shape the subjectivities/beliefs of other characters by different means including language and masquerades in an induced world of realities on the island. Shakespeare’s text can well be drawn on to reveal the stealthy workings of different social, cultural and especially moral institutions in recruiting subjects to their malignant power/knowledge network and duping the individuals with the desired notions produced constantly by the institutional apparatuses leading to the construction of an exploitive ‘truth.’