The Study of Euphemistic Strategies in Persian Media Advertisements in Iran based on Crespo Fernandez Approach 2005

زبانشناسی و گویش های خراسان

Article 9, Volume 11, Issue 2, January 2020, Pages 202-230   

Document Type: علمی - پژ‍وهشی

DOI: 10.22067/jlkd.2019.29004

Authors

Hengameh Vaezi^{* 1}; Malahat Roshanzamir²

¹Assistant Professor, Department of English Language and linguistics, Islamic Azad University, Rasht Branch, Rasht, Iran

²MA in Linguistics, Department of English Language, Islamic Azad University, Rasht Branch, Rasht, Iran

Abstract

Advertising , as one of the most important tools for interaction, has used a special strategy named euphemism. This paper examines the euphemism strategies in Persian language media on the base of Crespo Fernandez's (2005) Framework.The purpose is to know what kind of euphemism discourse strategies have been used in media  advertisements to change the emotional expression of  the words, phrases and sentences from negative to the positive form to the audience attention. Then, it has been intended to identify other euphemism strategies specified in Advertising which have not been determined before. Data were gathered from T.V. , radio, internet  and billboards which have been discussed on the base of descriptive-analytical method. the analysis of the analysed data (71 out of 125) shows 12 common strategies have been used in advertisements which are as follows: using lexical substitution, connotations, downtoning adverbs (quantity, quality, request and reducing phrases), impersonalization, fine making techniques, negative structures, interrogative sentences, declarative sentences, hedging model verbs, first person in (interrogative, declarative, imperative) sentences, compounds sentences and fined imperative sentences. Among strategies mentioned the last three ones have not introduced and discussed before. Those are finding of this research in media advertisements. All of the above strategies mentioned can be classified into five classes; substitution, Addition of downtoning elements, changing the structure, connotations and changing the paradigms. The important point is that there is no clear borderline among them; In some data, a combination of different strategies has been used at the same time to make a pattern of euphemism and some kind of overlapping has been observed.

Keywords

Advertisement; Crespo Frenandez; euphemism; Media; Persian language

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