
تعداد نشریات | 45 |
تعداد شمارهها | 1,219 |
تعداد مقالات | 10,473 |
تعداد مشاهده مقاله | 20,218,618 |
تعداد دریافت فایل اصل مقاله | 13,907,614 |
کاربرد تصویر در تبلیغات جام جهانی 2022 قطر از دیدگاه زبانشناسی اجتماعی شناختی | ||
فصلنامه علمی پژوهشهای کاربردی در مدیریت ورزشی | ||
مقاله 2، دوره 13، 1 (تابستان 1403) - شماره پیاپی 49، تیر 1403، صفحه 13-24 اصل مقاله (962.87 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.30473/arsm.224/71642.3896 | ||
نویسندگان | ||
علی کریمی فیروزجایی* 1؛ سولماز ملتدوست2 | ||
1دانشیار، گروه زبانشناسی، دانشگاه پیام نور، تهران، ایران. | ||
2دکتری، گروه زبانشناسی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران. | ||
چکیده | ||
جام جهانی قطر یکی از مهمترین رویدادهای قطر به عنوان کشوری کوچک در حوزه خلیج فارس بوده است. توریستهای بسیاری از سراسر جهان برای دیدن این تورنومنت جهانی، به این کشور سفر کردند. در طول دوره برگزاری جام جهانی تبلیغات گستردهای در انواع شیوههای گوناگون در قطر مشاهده شد. فصل مشترک همه تبلیغات، تصاویر هستند که به طور خودآگاه یا ناخودآگاه تاثیر بسیاری روی ذهن بیننده و مخاطب میگذارند. در پژوهش حاضر، محققان با استفاده از نظریه کرس و ون لیون (2006) در حوزه نشانهشناسی اجتماعی، به تفسیر تعدادی از تصاویر تبلیغاتی جام جهانی 2022 قطر پرداختهاند و به روش کیفی و تحلیل محتوا، تصاویر تبلیغاتی انتخابشده را مورد تجزیه و تحلیل قرار دادند تا دریابند هرکدام از تصاویر قصد انتقال چه مفاهیمی را به ذهن مخاطب دارند. جامعه آماری پژوهش، از میان تصاویر تبلیغاتی بسیار زیاد بهدست آمده از جام جهانی 2022 قطر، به شیوه نمونهگیری هدفمند انتخاب شد. یافتهها نشان دادند که تصاویر در بررسی نه تنها نمایانگر تلاش قطر برای حفظ و ترویج هویت فرهنگی و ملی خود هستند، بلکه نیز از قدرت اقتصادی و تواناییهای زیرساختی این کشور شاهکارهایی ارائه میدهند. همچنین بهرهگیری از نمادهای فرهنگی مانند "لعیب"، به قطر امکان میدهد تا پیامهای قوی و مثبتی از تعاملات فرهنگی و تواناییهای خود را به جهانیان منتقل کند و تصویر مثبت خود را در میان مردمان جهان بهبود بخشد. | ||
کلیدواژهها | ||
تبلیغات؛ جام جهانی؛ قطر؛ زبانشناختی | ||
عنوان مقاله [English] | ||
The Usage Of Imagery In The 2022 Qatar World Cup Advertising Campaign From a Social Semiotics Perspective | ||
نویسندگان [English] | ||
Ali Karimi FirouzJaie1؛ Solmaz Mellatdoost2 | ||
1Associate Professor, Department of Linguistics, PNU University, Tehran, Iran. | ||
2Ph.D . Department of Linguistics, North Tehran Branch, Islamic Azad University, Tehran, Iran. | ||
چکیده [English] | ||
The Qatar World Cup has been a seminal event for Qatar, a small country in the Persian Gulf. During the tournament, numerous tourists from across the globe visited the country to attend the event. Throughout the World Cup, a multitude of advertisements were disseminated in various forms within Qatar. These advertisements shared a common theme, featuring images that, consciously or unconsciously, resonated with the viewers and the audience. In the present study, researchers have employed the theoretical framework of Kress and van Leeuwen (2006) in the domain of social semiotics to analyze a selection of promotional images associated with the 2022 FIFA World Cup in Qatar. The analysis was conducted using qualitative methods and content analysis. The objective was to ascertain the conceptual elements that the images are attempting to convey to the audience. The statistical population of the study was selected from among the numerous promotional images obtained from the 2022 World Cup in Qatar using a purposeful sampling method. The findings indicated that the images not only represent Qatar's endeavors to preserve and promote its cultural and national identity but also showcase the country's economic prowess and infrastructural capabilities. Furthermore, the utilization of cultural symbols such as "Laab" enables Qatar to disseminate compelling and favorable messages regarding its cultural interactions and capabilities on a global scale, thereby enhancing its positive image among international audiences. | ||
کلیدواژهها [English] | ||
Advertising, World Cup, Qatar, Social Semiotics | ||
مراجع | ||
Ahmadi, Cyrus., Hamidpour, Khairy., Hosseini, Soraya (2021) Changes in human expansion and success in football, resource for reading: Jamhay Jahani Football, Mardan and Zanan, in the 2010-2019 session Non-Social, 1 (14 ). ff. 99-112. (In Persian). Ahmadi, H., Yazdani, S., Babasalari, z., & Rabi, A. (2019).The Interaction of Image and Verbal Text in a language-learning Textbook.A Multimodal and Systemic Functional (Unpublished PhD Thesis),Islamic Azad University, Bushehr Branch, Iran. (In Persian) Ahmadi, H., Yazdani, S., Babasalari, z., & Rabi, A. (2020). The Study of the Text and Image Relationship in Textbooks .Journal of Teaching Persian to Speakers of Other Languages, 8 th Year, No.2(18),233-250. (In Persian) Almida, D. (2009).Visual Semiotics of Fashion Dolls in Commercial Ads, Translated by Laya Mahboubi (2014), Journal of Interpretation. No. 2459. Balci, v. & Özgen, C. (2017). “What Sports Advertising Tell to Us? Semiotic Analysis”. Journal of Education and Training Studies. Vol: 5, No: 6. Pp: 24- 32. Barthes, R. (1964). Elements of semiology. New York: Hill and Wang. Ghyasian, M. A., Gharibi, M., & Borghei-Modrres, M. B. (2018). Social Semiotics in Teaching Persian to foreigners Books: The Impact of Image-Text Relationship on Learning, Tehran: Andisheh. [In Persian]. Halliday, M. (1996). An Introduction to Functional Grammar. London: Edward. Harrison, C. (2003). Visual Social Semiotics: Understanding How Still Images make Meaning. Technical Communication, 50 (1), 46-60. Hodge, R. & Kress, G. R. (1988).Social Semiotics. Cambridge: Polity Press. Jewitt, C. & Oyama, R. (2001). Visual Meaning: A Social Semiotic Approach, in Handbook of Visual Analysis. London: Sage Kress, G. R. & Van Leeuwen, T. (1996).Reading images: The grammar of visual design. Psychology Press. Marsh, E. E. & White, M. D. (2003). "A Taxonomy of Relationships between Images and Text", Journal of Documentation59(6), 647-672. Jewitt, C. & Oyama, R. (2001). Visual Meaning: A Social Semiotic Approach, in Handbook of Visual Analysis. London: Sage. Kress, G. R. & T. Van Leeuwen (2006).Reading Images: The Grammar of Visual Design. London: Routledge. Lee, J. W. (2015). “Semiotics and Sport Communication Research: Theoretical and Methodological Considerations”. Communication & Sport. Vol: 5, Pp: 374-395. Moein, M. B. (2006). “Semiotics and Advertisement”. Bulletin of Art Academy. Vol: Pp: 92-103. (In Persian) Momani, Ali; Kothari, Masoud (2022). Critical Analysis Farhang's readings and links newsletter. (93). pp. 99.-124. (In Persian) Moslehzadeh, F.(2012).Semiotics of Guidance school Textbook(Master's Thesis), Art University, Tehran, Iran. (In Persian) Nazari Tarhan, L. & Saberi, S. (2017).The Semantic Evaluation of Children's Textbooks (Farsi Textbook of Primary School) Based on the Semiotics Approach.Journal of Studies of Languages and Dialects of Western Iran, No. 19, 119- 140. (In Persian) Nuriyan, M. (2014). Effectiveness of Vocational Textbooks, from the Perspective of Coordination between Written Content and Images .Journal of Engineering Education, Third Year, No. 3, pp. 41-56. (In Persian) Rostami, Farzad., Plondeh, Hussein (2022). There is a connection between diplomacy, social responsibility, and prestige among the sects of the sects; Read the latest news about Qatar Pre-Game Jehani Football 2022. Part of the page. 5 (3)pp. 345-369. (In Persian) Royan, Samira; Alamy, Marianne (2023). The word dar qab tasawwir: An analysis of the origins of our meanings, the inscription of Noushtar, the contemporary discussion of Iran (1380 and 1390). Chemiyehner Publishing House. 12 (49). ff. 43-59. (In Persian) Sarabi, S; Alborzi, H. (2013). “Semiotics of Sport Stars in Commercials”. Journal of Information Science. No. 6. Pp: 27-46. (In Persian) Saussure, F. d. (2008). Course in General Linguistics. Translation: Safavi. Korouush. Tehran: Hermes Publication. (In Persian) Sayyadi Nejad, Ruhollah; My ability, Umm al-Banin. Najafi Ayuki, Ali (2023). A social gathering is based on the Italian language on the basis of One Lion’s Hospitality. A publication for criticism of contemporary Arabic literature. 2 (24). ff. 95-117. (In Persian) Shahabi, S. (2007). “Art and Advertisement” Ketabmah Monthly. Vol: 110. [In Persian]. Shairi, H.R. (2010).Semiotique Analysis of Discourse. Tehran: Samt. (In Persian) Shukri, Muhammad; Masoomi Saeeda; Moradkhani, Ali (2021). Khwanesh Nashana Shanasana Roland Barthes as a text with the opposite: Khwanshi, I will choose, ta پsas, I will choose. Here is a monastic publication in the world. 4(3). ff. 25-33. (In Persian) Torres, G. (2015). Reading’ world link: A visual social semiotic analysis of an EFL textbook .International Journal of English Language Education, 3, 239-253. Williamson, J. (2002). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars. Zanbouri Seighalani, E. (2012). “Sport Images Semiotics “Commercials and Sport Character pictures”. Master’s Thesis. Islamic Azad University, Tehran Central Branch, College of Arts and Architecture. (In Persian). | ||
آمار تعداد مشاهده مقاله: 699 تعداد دریافت فایل اصل مقاله: 393 |