Journal of the stylistic of Persian poem and prose
volume Number 18، number In Volume 4، July 2025 ، issue Number 110

Decoding the aesthetic role of commercials

Mahmoud Fazilat (Author in Charge), Frank Shojaei Bahabadi

Abstract

BACKGROUND AND OBJECTIVES: Commercial advertising is a form of communication that tries by using attractive methods persuades the audience to buy goods and use services , and today it has the largest amount of advertising in the world. Designers of advertising messages, with relative knowledge of the audience, seek to use methods that the intended message should be attractive and impressive so that they can have the desired effect on the audience. They have found that direct and simple reference to the topic is not relevant to the audience and is quickly forgotten. As a result, they are looking for methods that make the message appear unclear, meaningful and impressive. One of the most important of these methods is the use of language tools and facilities. Advertising designers use rhetorical arrays, including puns, repetition, similes, etc. in their ads. They are more effective. In this research these arrays have been examined in two groups, verbal and spiritual, in commercials and slogans.

METHODOLOGY: The research method in this study is based on the research-analytical method and the method of collecting information is through library study and collecting commercials used in the media, including radio and television, newspapers, and magazines.

FINDINGS: By studying commercials, it has been found that their designers have used all linguistic possibilities and rhetorical devices in creating these types of messages. it has been determined that among the verbal arrays, rhyme (saj") and among the spiritual arrays, amphibology (iham) has the highest frequency in commercials

CONCLUSION: The use of Language facilities and rhetorical arrays in the text of commercial messages and advertisements, in addition to creating beauty and attractiveness in them, also ensures the permanence of the product name. It also presents the message to the audience indirectly by creating ambiguity and multiple meanings, which attracts the attention of the audience and encourages them to buy the advertised product or use the services mentioned in these commercials.

Keyword
rhetorical arrays , commercials , advertising , audience , verbal arrays , spiritual arrays.

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