Document Type : Research Paper
Authors
1 Ph.D. Candidate in Linguistics, South branch, Islamic Azad University, Tehran, Iran.
2 Assistant Professor of English Language, North branch, Islamic Azad University, Tehran, Iran.
Abstract
With the increasing role and strengthened position of advertisements in the personal, commercial, and socio-cultural life of a society, studying it as a phenomenon becomes essential. Among various types of advertisements, those in the field of tourism can better represent the host society's culture. This research, adopting a comparative approach and relying on Lutman's semantic sphere theory, investigates and compares the layers of this phenomenon in the tourist advertisements of Iran and England. The research data were collected from various specialized tourism sources, such as tourism websites and posters shared on social networks. The results showed that action systems in the form of architectural layers bring the discourse in tourism advertisements in Iran and England closer. However, the presence of religious layers in Iranian ads and their absence in English ads highlight the differences in discourse in this category of ads. Thus, while non-cultural elements of architecture and buildings have become a kind of semantic universality in this sphere and are present in all advertisements, non-cultural elements such as special clothing, recreational tools, daily life, and national symbols play a prominent role in the semantic sphere of English advertisements but are absent in Iranian advertisements.
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