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Title:
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Ideology in Persian Advertising
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Author:
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Mohammad Amouzadeh
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Degree Awarded:
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University of Adelaide
, European Studies and Linguistics
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Degree Date:
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1998
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Linguistic Subfield(s):
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Sociolinguistics
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Subject Language(s):
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Farsi, Eastern
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Director(s):
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Peter Mühlhäusler
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Abstract:
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Iran has undergone profound social, political and ideological changes over the past two decades, following the Islamic Revolution in 1979. The current research is focused on the ways in which these changes are reflected and embodied in language, and in particular in the language of commercial press advertising in Iran. This study will describe and theorise about the changes found before 1979 and after 1990, to investigate their varying effects on sociolinguistic norms, and to relate the changes to external factors in the ideology and social history of Iran. The thesis will also address the wider issue of the relation between language and ideology in different kinds of societies, in particular Islamic societies. It will also shed light on Persian commercial advertisements from abroad, where the Persian language is used by a minority migrant group. Qualitative and quantitative analyses of advertisements from pre- and post-revolutionary times, as well as advertisements from abroad, form part of the empirical foundation of the thesis. The study demonstrates that advertising language in Iran does not directly reflect the society. This finding differs from previous studies (Henry, 1963; Williamson, 1978; Geis, 1982; Vestergaard and Schrfder, 1985; and Cook, 1992) carried out in western societies, which have concluded that advertising language is a mirror image of its society. This study suggests that advertising language in Iran does not function the same way as it does in western countries.
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Page Updated: 29-Nov-2009
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