بررسي مقايسه اي استعاره در نام هاي تجاري قبل و بعد از انقلاب اسلامي

A Contrastive Study of Metaphorical Trade Names in Pre- and Post revolutionary Times

The current paper deals with metaphorical trade names in Pre-and Post-revolutionary times. Based on a binary framework, in particular applying the views of Jakobson and Vorlat, this study adopts a contrastive approach to investigate the two sets of data. The data are described in terms of syntactic structure, type of projected features, and the implicatures. The comparison reveals certain degree of differences between the two sets of data from each period. In other words, the comparison of data shows that linguistic features (e.g. syntactic structure, projected features and implicatures) of metaphorical names in the post-revolutionary data tend to be more complex than the corresponding features of the pre-revolutionary data. This phenomenon receives its own socio-cultural explanation. Furthermore, on the basis of Jakobsonʹs binary apparatus, it can be argued that the distribution of trade names can be best described in terms of metonymy and metaphor respectively for the pre- and post-revolutionary data. This distinction, by itself, can explain why the type of linguistic features triggered by the post-revolutionary data hold a more complex position in contrast to the pre-revolutionary data.