كليدواژه :
تحليل گفتمان , تحليل گفتمان انتقادي , تبليغات , بيلبورد , اثرگذاري
چكيده فارسي :
هدف تحقيق حاضر تحليل چندرسانه اي گفتمان تبليغات تجاري بيلبوردها مي باشد. از آنجا كه در شرايط تجارت كنوني، تبليغات امري ضروري است، اگر روش درستي براي تبليغات در نظر گرفته نشود، به جاي سودمند بودن مي تواند زيانبار باشد. اطلاعات به روش ميداني و از طريق عكس برداري بيلبوردهاي سطح شهرهاي شيراز و تهران مشاهده و جمع آوري شده است. تعداد 20 تصوير به طور كيفي و كمي مورد تجزيه و تحليل قرار گرفت. داده‌ها بر اساس الگوي تحليل گفتمان انتقادي سه بُعدي فركلاف در بخش عوامل زباني و الگوي تحليل گفتمان تركيبي كرس و ونليوون (1996) مورد بررسي قرار گرفت و نتايج تحليل نشان داد 15% بيلبوردهاي تبليغاتي تحقيق حاضر نشان دهنده‌ي مؤلفه‌ي تقاضا هستند و 85% آنها دربرگيرنده‌ي مؤلفه‌ي ارايه مي‌باشند اين مي‌تواند بدين معني باشد كه تبليغات در ايران مستقل از تقاضا و خريدار به ارائه‌ي كالا مي پردازد و لذا متقاضي چنداني براي جذب نخواهد داشت. نسبت 40% نماي نزديك و 40% نماي متوسط نسبت به نماي دور نشان دهنده‌ي تمايل تبليغات به ايجاد روابط صميمانه‌ي فردي و اجتماعي تصوير تبليغاتي با مخاطب مي‌باشد. درصد صفر و عدم وجود تصوير با زاويه‌ي دوربين بالا بين داده‌هاي تحقيق حاضر نشان دهنده‌ي عدم تمايل تبليغات در ايران به ارائه‌ي قدرت به تماشاگر است. 80% تصاوير تبليغاتي با زاويه‌ي دوربين هم سطح و روبرو نشان‌گر دربرگيري و برابري با مخاطب مي‌باشد آنچنان كه تبليغات خواستار اين است كه تماشاگر را برابر و دربرگيرنده بداند به عبارت ديگر تماشاگر را جزئي از تبليغات مي‌داند.
چكيده لاتين :
1. Introduction
In recent decades, social scientists have been increasingly interested in research that
examines the role of language in creating reality around us. This interest has been
associated with developments and new disciplines in the study of language use and
its role in human societies. The present study investigates advertisements in the area
of business. In today’s commercial world, advertisement is of paramount
importance, which, if done improperly, can bring about detrimental effects rather
than profits. The objectives of the present study are determining linguistic and visual
factors employed in billboard texts, linguistic analysis of discourse-oriented
structures and presenting a practical discourse model of advertising using language.
Since every organization benefiting from the propaganda tool try to attract
public opinion to create a positive attitude toward itself, so access to the easiest, the
most economic and effective method can be of great help to them. Because in regard
to the commercial advertising billboardsin Iran has not been so far a comprehensive
study, an all -inclusive research can provide the organizations with such solutions.
So this research can be useful to factories, organizations, enterprisesthat tent to have
the best billboards advertising in the city of all kinds of goods and services produced.
The billboards developers and designers can also benefit of these solutions in their
construct
2. Methodology
In this study, Tehran and Shiraz billboards are analyzed based on critical discourse
analysis with emphasis on their positive and constructive dimensions and within the
framework of Halliday's textual analysis and multimodal discourse analysis. These
billboards are examined according to their written text and color and the way their
elements are arranged, as well as they are examined based on the location of the
billboard, its height, two or three-dimensional being, the size of writings, the shapes
and other factors that affect the attention of passers.All billboards (37 cases) were
photographed in Shiraz and Tehran. Among all, 20 billboards were chosen to be analyzed which were commercial and multimodal. Then due to the systematic
approach of Fairclough, his three-dimensional model was determined as the
theoretical base of the research. But as the tools introduced by Fairclough are more
suited to writing texts, by using social semiotics and applying Iedema, Rose and
Kress and Van Leeuwen's approaches and integrating these approaches in Fairclough
three-dimensional model, a good model is achieved for images or films' analytics.
3. Results and Discussion
After linguistic analysis of data, they are compared with other advertising texts to
evaluate their discursive level. In this kind of discourse, adjectives and adverbs are
of the most use as well as the majority of sentences are stated in imperative or
affirmative aspects. In fact, 79/1% of adjectives and 29/2% of adverbs were used.
25% are imperative sentences and 75% are affirmative. So it can be said that
adjectives are used more to describe the product features in billboard advertising in
Iran and the aspect of most sentences and semi-sentences is affirmative and not
imperative.
Data semiotic analysis based on critical discourse analysis examines two matters,
that is, social distance and social relationships. According to the social distance in a
visual semiotic system, people who appear in the distant are considered as strangers
and people with close-show are subjects that are considered as part of us and social
relationships have different meanings based on camera angle, and upward or
downward look at subjects. Looking from above at someone means applying
symbolic power on him or her. The viewer's look from the bottom to up shows that
the person displayed has a symbolic power on the viewer. Look into the eyes of the
same level represents equality. 15% of these research advetising billboards show the
demand element and 85% the supply one. This means that advertisment in Iran is
presented quite independently of demand and the customer and so there is not enough
customers to be attracted. The ratio of 40% close up and 40% medium shot to the
distant view reflects a desire to establish friendly individual and social relations
between advertising promotional images with the audience. The zero percent and the
lack of image with high camera angles in data indicates a lack of interest in Iran
advertising to provide power to the spectator.80% of advertising pictures with the
same level and across from camera angel detects the inclusivity and the equality of
the audience so that the advertisements tends to consider the spectator as a part of
advertisement.
4. Conclusion
The linguistic and visual elements influence the word selection and sentence
grammatical structure that is the verbal arrangement. That is why the advertisements
try to affect the customer mind to change his or her view on its side. Deep analyzing
the discourses, we can find out the concealed ideas in them. To do so, examining a
number of billboards, we tried to detect their concealed signs and discursive
practices. So the research data are analyzed based on the integrated model of this
research. Analyzing the elements used by the advertisements for customer attraction
shows that how advertisements change the audience attitude and how highlights a matter. This research is one of the first attempts in Iran to provide a practical model
to study advertising discourse. This pattern is in the early stages and should be
perfected with using other components of sociological and semantic. Fairclough's
three-dimensional pattern in combination with Iedema, Rose, Van Leeuwen and
Kress can be capable in the analysis of verbal and visual elements to some extents,
but there is still a need for a more perfected modle in this field.
