بررسي ساخت ربطي درشعارها وتيترهاي تبليغاتي زبان فارسي

An Analysis of Copular Constructions in Persian Advertising Slogans an‎d Headlines

زبان شناسي

Abstract The present study investigates an‎d classifies copular constructions in Persian advertising slogans an‎d headlines, based on Higgins’ (1979) typology. The primary aim is to provide a syntactic-semantic analysis of copular structures in advertising discourse an‎d to present a systematic typology of their types, predicate valency patterns, an‎d governing syntactic processes. To this end, 288 Persian advertising slogans an‎d headlines collected from official websites an‎d social media platforms were analyzed an‎d categorized into four syntactic-semantic types: predicational, specificational, equative, an‎d identificational. Additionally, the syntactic category an‎d valency of the predicate, as well as the syntactic processes regulating each construction, were examined both quantitatively an‎d qualitatively. The findings show that predicational constructions are the most frequent (58.5%) an‎d exhibit the greatest variety in predicate types (adjectival, nominal, an‎d prepositional). Unmarked specificational constructions rank second (34.9%), primarily associated with single-argument nominal predicates. Marked specificational constructions (3.7%), equative an‎d identificational constructions are less frequent (1.5% an‎d 1.2%, respectively), occurring exclusively with single-argument nominal predicates. These results indicate a direct correlation between predicate type an‎d valency an‎d the function of each copular construction in establishing bran‎d identity an‎d its conceptual scope within advertising discourse. Regarding syntactic processes, copula omission is the most frequent (66.2%), followed by coordination (12.07%), topicalization (4.3%),subordination(3.7%)an‎d predicativization (1.5%). The analysis focuses exclusively on salient an‎d functionally significant syntactic processes; therefore, low-frequency an‎d non-systematic processes were excluded from the quantitative analysis, an‎d the reported percentages reflect only the relative distribution of the selec‎ted processes. Analysis of verb forms demonstrates that omitted copulas predominate over overt forms, an‎d the indicative mood (98.1%) is the most frequent among mood types (indicative, imperative, subjunctive), reflecting the atemporal an‎d reality-oriented nature of advertising messages. Overall, the study provides a comprehensive account of the distribution an‎d function of copular constructions in Persian advertising discourse, offering valuable insights for both theoretical an‎d applied linguistics an‎d for the design of more effective advertising messages. Keywords: copular construction, advertising slogans, symmetric analysis, labeling algorithm, predicate valency in copular constructions.

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