مطالب

Perspective is one of the factors involved in the diversification of schema. The viewpoint from which one looks at a scene somehow affects the process of semantic representation of that scene. Every sentence has its special schema drawn upon the scene in question, and adopting different points of view towards the same event will result in the speakers’ choosing different linguistic structures to express the event. Therefore, perspective is one of the most salient structure-formation processes that has received much attention from cognitive linguists. Cognitivists interested in linguistic impacts of perspective, following Langacker (), have laid their study on the assumption that the relative status and the angle of vision influence what language is used in describing certain situations. However, the question in this regard is whether or not the two parameters meet the adequacy required both for describing and for explaining different scenes linguistically. The answer seems to be that the specific perspective taken by the speaker is itself very much based on some further elements as animacy, dynamicity, size, and speaker. Present article is therefore written in order to question the problem of perspective, and the elements that are likely to bear upon its linguistic representation in Persian. Furthermore, it will also be taken into question if, according to what cognitive linguists argue for, there is such a universal cognitional framework common to all the human beings. For this purpose, a body of Persian written and spoken data, gathered from narrative dialogues and everyday talks, is to be examined inductively. Although this is an unprecedented study on some fundamental cognitive-semantic issues, the results would pretty hopefully apply in much more detailed semantic analyses of sentence perspective as well.

Darabgird is one of the ancient cities in Fars province. According to Iranian mythology, Darab Shah (Dariush, the Great) found the city in the Achaemenid period. But, due to the fact that 1.21% of total ceramics gathered from the city belongs to the Parthian era, we can accept that the city remained in use since Parthian period to the Islamic era. Data analysis shows that the city had a strong and intensive settlement during Sasanians, After the Arab conquest and the collapse of Pars province, some changes occurred in the function of urban spaces. Accordingly, the main settlement shifted to the north of the city. Apparently, the southern half of the city was abandoned in Islamic era. Finally, according to some other early Islamic cities, apparently in this period, the main settlement of the city shifted to outside of Sasanian city (in this case, north of the Sasanian fortifications) and we should survey this area to discover available evidences of this period. Unfortunately, this area is presently being used for agricultural purposes.

The purpose of this study is to conceptualize the Integrated Brand Engagement (IBE) with inductive approach based on data collected through interviews at Iran Khodro, Saipa, Bahman Group, Kerman Motor and Pars Khodro (during 2008-2010). The interviewees are Iranian automobile brand experts. Applying the grounded theory (GT), we could theorize the process in shaping IBE with the aim of proposing an integrated picture of brand engagement as a third paradigm. Bearing in mind the strategic role of the proposed topic in companies’ survival, we got into introducing brand for recognizing the engagement factors and then created the integrated brand engagement which let automobile industries’ owners foresee and determine better. In this theory, "Brand Equity" is the central phenomenon whereas “Integrated Marketing Communication (IMC) " is the causal condition. The central phenomenon is expressed in a set of actions and interactions, which is referred as “Customer Engagement". On the other hand, the Integrated Brand Communication (IBC) (as context conditions) and Shareholders Engagement elements (as intervening conditions) stabilize and expand the concept of engagement in the proposed model. The main consequence of this phenomenon is “Brand Engagement” leading to increase the long-term loyalty of customers, staffs and shareholders. These conditions lead all people who directly and/or indirectly involve with brand to advocate the brand because they have sense of belongingness and engagement to the brand even if they do not buy that product.