Zeina Mohammad Rashid AL- Zoabi *
نبذة عن البحث باللغة العربية - Abstract:
تعتمد لغة الخطاب الإعلاني على براعة الأسلوب لتحوّل فحوى الإعلانات من سرد عادي إلى قصص جذّابة برّاقة ومقنعة. في هذا الصدد، يهدف هذا البحث إلى فكّ شفرة النسيج الأسلوبي، وتسليط الضوء على فن الأسلوب في الخطاب الإعلاني للعطور النسائية. وقد استقصى البحث عن المحتوى الأسلوبي لـ12 إعلانًا نشرتها 4 علامات تجارية للعطور النسائية (ديور- شانيل-جيفنشى-لانكوم).
يقدّم هذا البحث، عبر اعتماده على نموذج "ليتش وشورت 2007 للتحليل الأسلوبي"، نهجًا شاملًا متعدد الوسائط لكيفية استخدام حملات الإعلانات أسلوبًا لغويًّا معينًا يرمي إلى الإقناع، وبالتالي إلى ترويج المبيعات. وقد تبين أن للغة دورًا كبيرًا في صياغة القيم والأيدولوجيات المختلفة. وبذلك يؤدي براعة الأسلوب المستخدم في الإعلانات، دورًا مهمًا في سلوك المستهلكين، ويساهم في صياغة الحقائق المقبولة والمرفوضة اجتماعيًّا.
- الكلمات المفتاحية: الأسلوبية، الإقناع، الإعلان النسائي، تعدد الوسائط
***
- Abstract:
Through the artistry of stylistics, the language of the advertising discourse crafts the art of persuasion transforming ordinary narratives into compelling stories. In this regard, the conducted research aims to decode the stylistic tapestry in the advertising discourse mainly within the context of female fragrance advertisements. It seeks to unveil the power of utilizing the brush of stylistics to paint the art of persuasion in the femvertising discourse. Particularly, this study utilized the lens of multimodality to investigate the stylistic content of 12 Instagram advertisements posted by 4 global female perfume brands namely Dior, Lancôme, Givenchy, and Chanel. Blending Leech and Short’s (2007) model of stylistic analysis with Aristotle’s Triad, this study provided a comprehensive approach to how advertising campaigns employ diverse stylistic features in an attempt to achieve persuasion and enhance their sales promotion. The reported findings revealed that different beliefs, values, and ideologies are invisibly conveyed by the stylistic components characterizing the femvertising discourse. Besides, these linguistic markers served a critical role in enhancing the persuasive function of advertisements contributing in a major way to shaping consumers’ behavior and molding social realities.
- Keywords: Stylistics, persuasion, femvertising, multimodality
***
* د. زينة محمد رشيد الزعبي: باحثة لبنانية. دكتوراه في اللغة الإنكليزية وآدابها. محاضرة في الجامعة اللبنانية
* Zeina Mohammad Rashid AL- Zoabi: Lebanese researcher. PhD in English language and literature. Lecture at the Lebanese University
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الحداثة (Al Hadatha) – مج. 31 - ع. 232– صيف 2024 SUMMER
ISSN: 2790-1785
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