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Register a new userدور الاشتقاق و التركيب في البلاغة الإعلانية
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اعتدال حبيب( باحث )
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يهدف النص الإعلاني للوصول إلى أكبر عدد من الناس قد لا تكون لديهم الرغبة أساسا في الإعلان. كي يستطيع المتلقي أن يفهم الرسالة الإعلانية بأقل جهد ممكن يجب أن يتم التواصل باستخدام عدد قليل جدا من الكلمات. فالإعلان يتطلب لغة تتوافق مع أهدافه الاقناعية أي إعطاء قيمة ايجابية للسلعة المعلن عنها و إقناع المتلقي بالمزايا المرتبطة باقتنائها. يلجأ الإعلان إلى لغة الإغراء ليحث المستهلك على شراء السلعة. لتحقيق هذا الهدف يعتمد الإعلان وسيلة التواصل السريع القائم على مساحة محدودة في وسائل الإعلام لذلك نجده مرغما على استخدام الأساليب اللغوية المقتضبة و الغوص في منابع المبالغة و التهويل. إضافة لذلك يشكل النص الإعلاني مكانا للإبداع اللغوي فهو و بشكل دائم وسيلة للتبادل و التواصل و التجدد اللغوي. تظهر فيه كلمات جديدة و أسماء علامات تجارية و كلمات مركبة و مستحدثة تعكس توجهات جديدة في اللغة الفرنسية و كيفية تدريسها.
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References used
ANTOINE, G. et MARTIN, R., Histoire de la langue française, CNRS-Editions, 2000
Bonhomme M., " La publicité comme laboratoire du français parlé" in l'Information grammaticale. N 94, 2002
Le Petit Robert, Paris : Dictionnaires Le Robert, 107, Avenue Parmentier – 75011, 1992
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Any one, who looks up the term circumlocution in linguistic and
rhetorical dictionaries, will always find that the meanings of this term are as follows: slyness, deception , lying or fallacy
If we closely examine the quotations and poems relating t
o deception,
we will reject that this term relate to the clarity, cohesiveness and
unpretentious with which Arabs are acquainted.
This research aims to study circumlocution in order to find out its flaws
and to refute the opinions of rhetoricians through reading quotations
deliberately .The number of quotations can be easily counted. Most of
those quotations do not coincide with the definition of circumlocution
while some are fabricated. Therefore, this research stresses the
importance to exclude the term circumlocution from the Arabic
rhetorical types which manifest in the wonderful aspects of the Holy
Quran. The quotations of circumlocution will be considered as examples of spontaneous intuition or sort of improvisation.
This research explains that the Arab rhetoric and fluency, the beauty of
their styles and the logical thinking contradict with the meaning of the
term circumlocution.
The demographictrendsthat dominatedin the Syriansocietyin the last century, As the
declineinmortality rates, And the rapid rise of life expectancy at birth, And subsequent
decline in the birth rate high Which in turn reduced the rate of population
growth, which
contributed to the change ratios lengthy age groups(children and young people and the
elderly),This change contributed to increase the number of arrivals to the labor market.
This search monitors the role of demographic transition in changes in the Age
Structural Transition Syrian society And determine the phase experienced by the beginning
of the third millennium, Relying on data on birth and death rates and the percentage of the
population within the age groups lengthy in Syria so dependent to the results of the general
census of the population.
the most important results:
-theAgeStructural Transition in Syria Started since the mid-twentieth century.
-The growth rate rose class working-age population[64-15]year from (49%) of the
total population (1960)to (52.2%) in the year (1994), to reach (57.2%) (2004).
- Syria entered, the beginning of the new millennium, at the end of the second
phaseAnd the beginning of the third stage of Shift the and characterized by the expansion
of the number of people in middle age.
The purpuse of the speech whatever its type is the inflence so the speaker tries so hard to
produse linguistic words that direct the reciever towards a specific action.The importance
of the argumintation theory lies in the depending on the speech t
echniques which the
sender use in the speech .And which make his speech acceptable to the reciever.The
argumentation theory started in the fields of Linguistics ,Logic ,Anthropology…etc and
different other sciences.It becomes a complete theory after Perlman's researches which the
scientists work on.All the analytists and researchers get benefit from in the communication
and connecting theory.Relying on the speaker's techniques in achieving a successful
connecting that leags to a real communication is the purpose of argumenation theory which
is a still growing.And which considers the speech act theory as a scientific background.
This research provides a number of knowledgeable and
methodological solutions regarding the rhytorical text and
analyzing its content.
Furthermore, it leaves new doors wider open to understand texts
and to add new technical and scientific methods to help students
understand the pragmatic meaning.
This study aims through dealing with Al- Jahez's rhetorical style, to assure the
originality of many principals of the style science in our rhetorical and critical heritage, so
this research starts the study from a hypothesis that is the style is c
onsidered equal and not
a substitute or an inheritor of the ancient Arab rhetorical.
It was necessary for the sake of the research to divide the study into two sections: the
first one discuss the bases which must be offered in the literary styles to reach the rhetoric
feature, and these bases are: The rightness grammatical, the commitment of the aesthetic
criterions which are customary for the Arabs. the second section is represented by studying
the ways which through them there is a presentation of the meanings in a rhetorical styles.
The research ends to that the artistic picture with all its different arts is considered
the best way to present the literary styles, because it marks the text by the artistic beauty
which affects the audience sense and their aesthetic faculties, and that is what leads to
succeed the aimed linguistic communication.
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