چکیده:
Manipulation is an illegitimate mind control that can be performed via the triangular
model of social, cognitive, and discursive strategies which leads to social inequality.
This study aimed to investigate the discursive strategies employed in Persian printed
advertisements to manipulate audiences based on triangular model of van Dijk
(2006). Since manipulation is a crucial notion of Critical Discourse Analysis (CDA),
the researchers had to utilize CDA principles of Fairclough (2013) as well. To do
this, an analysis was performed on the corpus of 160 Persian printed advertisements
collected during one year, from 2016 to 2017. Half of the data were collected from
real context of use in three different cities of Iran (Kermanshah, Ahwaz, and
Mashhad), and another half were downloaded from different websites. Then, the
corpus of data was analyzed employing triangular model of manipulation and CDA
in order to determine the strategies used in those advertisements to manipulate
audiences. The results revealed that the advertising discourse in Iran is completely
manipulative which uses discursive, cognitive and social strategies to manipulate
consumers. Furthermore, the results added more strategies such as (a) religious
messages, (b) challenging hints, (c) Giving discount or rewards, and (d) Deadline,
to the findings of previous studies.
خلاصه ماشینی:
The results of the CDA of political issues (Bhatia, 2006; Dunmire, 2009; Fairclough, 1989; van Dijk, 2006), mass media (Cukier, Ngwenyama, Bauer & Middleton, 2009), political newspaper (Teo, 2000), and political advertisements (Ademilkun & Taiwo, 2013) revealed that manipulation in most of the political contexts was performed in the top-down approach in which the powerful groups or political leaders- to fulfil their political goals- will control the discourse to manipulate others.
In fact, the monolingual Persian printed advertisements in the context of Iran uses the lexical and structural knowledge, rhetorical features, and cultural conventions which are appropriate and comprehensible for the community of Iranian 100 Journal of Modern Research in English Language Studies 5(1), 95-115.
1. Manipulation and micro-level of CDA Then, building upon Furlough's (2013) micro-analysis of CDA and van Dijk‟s (2013, 2006) triangular model of manipulation, and confirming the results of studies by Chilton (2005), the researchers have provided answers to the research questions about different strategies used in manipulative context of Persian printed advertisements.
The results of current analysis of Persian printed advertisements revealed that local meaning strategies were used to provide many/few positive details about the products such as information about their facilities, the ingredients which seem to be useful and pleasant for consumers.
The manipulation strategies used in Persian printed advertisements serve the Iranian producers to reach their goals and increase sales (Cohen, Mashruwala 112 Journal of Modern Research in English Language Studies 5(1), 95-115.