Document Type : applied research
Authors
1 persian language& literature .lorestan p.n.u
2 Persian language and literature, Payam Noor University,, Iran
Abstract
With the development of the media and its many applications, literature and figures of speech have also played an important role. Advertising has also been a constant part of all types of media. Many efforts have been made to increase the effectiveness of advertising using different sciences and techniques. On television, as a part of the visual media with a great deal of audience and availability, advertising influence plays a more remarkable roles. In this study, it has been attempted by focusing on applied rhrtoric to show the efficiency of figures of speech in television advertising both in terms of word and image. In a word, the use of the literary industry is obvious, but what distinguishes this research from the rest is the study of literary traditions in the wordless picture for this purpose, we first describe the statistical community as a selection of television advertising. We selected some prominent advertisements in which the rhetorical elements were more visible, we survey their rhetoric in three areas of expression, exegesis, and meaning. Also, advertisements that apply explicit and direct expression that did not fit into any figures of speech and soon went public were also reviewed in conclusion; then, suggestions were made to increase this impact. We have advertisements. The findings showed that the use of literary devices - especially in wordless images - in commercial advertisements and commercials has a greater impact on the audience
Keywords
Main Subjects
)