Abstract:
This study is an attempt to investigate the discourse of written
advertisements to explore the role of linguistics and culture in shaping them.
This study investigates the following objectives: in social context
advertisements both are influenced and influence the social context where they
occur, the function of advertisements is to convey information to persuade
people to buy their products, and as such, it needs specific language, it reveals
the complex relationship between textual and visual components of
advertisements "coherence" and to know the meaning of advertisements is arise
from the combination of multiple factors, language, paralanguage, picture,
participants, co-text, and inter-text. The study adopted the content analysis
methodology which dealt with the written documents and material and then
analyze the written advertisements. Data was collected from Sudan Vision
newspaper (2009), the samples were chosen randomly from the total number of
ad, the data analyzing through textual analysis methodology. The study reached
the following results: advertising is treated as ordinary communication, and that
advertising language is treated as ordinary language. It is important to
remember that the virtually unconscious act of getting the basic meaning of an
advertisement is quite different from further issues of interpreting. Advertising
language is not qualitatively different from ordinary language. Advertising
language tends not to use clear markers of cohesion, but is interpreted as being
coherent. The study recommends that; the advantage to confining study to one
product is that the study can then be compared to other studies and different
product categories in the future, influenced suddenly by economic crisis that
with its consequences has changed many aspects of consumption of
advertisements.
