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.

در این مقاله تأثیر فراوان غنای معنوی املاک اشرافی بر دنیای فرهنگی امپراتوری روسیه بررسی شده است. سیمای فوق العاده املاک اشرافی و ساکنان آنها و سرنوشت مشترک دهقانان و اشرافی که اجتماع فرهنگِ مردمی اصیل را تشکیل می دهند به شکل بارز و به خوبی در آثار ایوان بونین، نویسنده بزرگ روسیه به نمایش گذاشته می شود. این پژوهش نشان می دهد که چگونه دنیای فرهنگ اصیل املاک اشرافی و طبیعت روسیه مرکزی بر روی شکل گیری استعداد هنری بونین اثر گذاشته است. بعد ماوراءالطبیعه در آثار بونین بسیار بارز است که ریشه آن از اعماق اسطوره شناسی روسی نشأت گرفته است. برانگیختن احساسات نیک انسانی و ترغیب خوانندگان به خوش بینی محور اساسی و درخشان آثار او محسوب می شود.