العلامة اللغوية "Semiology" وأثرها في كبح الإرعاب والتطرف "الرسائل الإشهارية" أنموذجًا

Abstract

This study seeks to demonstrate the communicative value of artificial advertising messages, and their impact in deterring people from reprehensible societal behaviours. These messages have become one of the main forms in daily use; It wasn't in vain, but rather It took up a huge space, and became an integral part of our daily cultural practices, as a linguistic speech delivered in specific circumstances in order to win over the mind of the recipient. It is no secret to a sagacious person that these messages in general do not seek power and influence through persuasion based on proof and evidence alone, but rather they infiltrate the feelings they appeal to and the psychological tension that afflicts the addressee. Perhaps what urged us to delve into this study our fear of what lies in this type of messages (positively and negatively) as a huge power that tempts us. What is worse is that they surrounded values, behaviours, appearances and choices in addition to the internal ecstasy it creates which tempts the recipient to embrace the message, and there is no surprise in that. Because utilitarians have adopted strategies for advertising, they were able to achieve what they wanted, and given the different types of advertising messages, the topic of our research will be limited to fixed labels, whether electronic or paper posters due to their advantages and awareness capabilities they can perform their communicative function optimally. Perhaps one of the most important results that was presented with a provocative look at the advertising messages is that they are a letter emanated as a result of the real transformations of society. They are, in fact, a communicative language that includes cultural connotations. They were formulated with the aim of targeting the recipient and carrying a specific matter, tempted by certain factors. Therefore, the sender's main concern in the signaling strategy is to attract the recipient and make him satisfied with what his message needs, without referring to anything else. In addition to the approach taken from rhetoric and pragmatics, we find that they are not the same in terms of foundation and procedure, but they appear to be the same in terms of influence and persuasion from a pragmatic perspective. Therefore, we see that advertising messages that use assonance and alliteration as their path have the ultimate goal of drawing attention, and to probe the advertised in the mind of the recipient to achieve the desired effect with all its meanings; Therefore, we find that advertising messages have a complete and significant impact in combating intellectual extremism, in light of the expressive functions they perform that guide the right path and restrain oneself from the negative convictions that are the basis for entrenching extremism that leads to terror. Therefore, the study is based on two sections preceded by an introduction and followed by a conclusion which includes the main results.

keywords: Sign, linguistics, advertising messages.