(الخطاب الإشهاري في تراث ُ ابن حزم الأندلسي (ت 456 هـ
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2024-09-22
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Abstract
Abstract
Advertising is one of the communication activities that can have an impact on consumer culture and behavior, and it has penetrated various areas of human life, until it has become the first driver in developing individuals’ behavior and changing their habits and behaviors, as the advertising message carries with it different ideas, ideologies and cultures, and this message is It carries the ideas and values of the advertiser, the owner of the product. Arab critics have grasped the theories and ideas of advertising and have worked to translate and apply them in the field of scientific and literary studies, which have a direct impact on the public, focusing on the linguistic and non-linguistic components of advertising messages and the means and mechanisms available in them, whether in the Holy Qur’an. Or in the ancient Arab heritage, and this of course opened many windows for the researcher to extrapolate literary texts in the Andalusian heritage of Ibn Hazm and investigate them to highlight their advertising value, which reflected his culture in that era.
The truth is that what I found of the style of Ibn Hazm Al-Andalusi and the diversity of his productions, which were distributed between poetry, prose, and criticism, in terms of high elucidation and distinguished eloquence, are worthy of examining it, examining it, and writing a dissertation about it, so that it will be a broad field for applying this knowledge.
Therefore, these considerations motivated me to delve into the heritage of this world and direct the tools of reading and analysis towards the advertising issues that occupied a wide range of his interests. Based on this matter, the topic of our research, which we titled “Advertising Discourse in the Heritage of Ibn Hazm Al-Andalusi,” came to be An applied field of study, which aims to highlight the advertising model in the Andalusian heritage of Ibn Hazm, and to show the interacting elements that work to give an
integrated picture of the advertising discourse, and the extent of conformity of these elements according to what was mentioned by those interested in the advertising issue, whether at the level of means or methods that are employed in the mission. Modern advertising.
The study answered many important problems raised here, including: To what extent can advertising achieve itself? How did Ibn Hazm Al-Andalusi employ advertising in his literary and scientific texts? Was advertising able to occupy an important position through advertising links? What are the types of advertising in his heritage, and what impact did advertising leave in the various aspects of his social, political, religious and economic life?
Therefore, the researcher sought help in interrogating the advertising contents and revealing them according to the descriptive analytical approach that accompanied the study in order to give more clarification to the hidden advertising connotations.
With regard to the structure of the thesis, it was built on an introduction, three chapters, a conclusion, and a list of sources and references. The introduction represented an introductory introduction to the study, as it shed light on what is meant by advertising linguistically and terminologically, its historical dimensions, goals, language, and sections. Then it gave an introductory overview of the biography of Ibn Hazm Al-Andalusi, and the first chapter was entitled (Patterns Advertising Speech in the Heritage of Ibn Hazm Al-Andalusi. The effort was directed to studying the types of advertising in his speech, and it included three sections: the first section specialized in studying (political advertising), the second section was entitled (religious advertising), while the third section was entitled (social advertising)
As for the second chapter, it focused on studying (advertising persuasion in the legacy of Ibn Hazm between influence and response), which is a space for presenting the most important
linguistic mechanisms that were employed to persuade with advertising material in his heritage. It included three sections, the first entitled (Persuasion through transmissional arguments). The second section is titled (Graphic Means in Forming Advertising Discourse in Ibn Hazm’s Heritage), and the third section is titled (Effectiveness of Style in Ibn Hazm’s Advertising Speech), while the third chapter is titled (Aesthetics of Advertising Expression in Ibn Hazm’s Legacy), and the focus of the research was It was limited to studying the most important aesthetic tools in his advertising speech, and included three sections, the first entitled (Effectiveness of Parallel Text), because of the illumination it provides for the text and revealing its latent connotations. The research tools in the second section were directed towards highlighting Ibn Hazm’s goal of employing (comparison) and standing. On its role in creating the desired effect, while the third section dealt with the effect of (sarcasm) in constructing the speech and achieving the advertising purpose, and then supplemented it with the conclusion that included the most important results of this work and what I mentioned again in it.
We do not say that the study has done justice to the subject of publicity, nor that the work is complete. Rather, humanitarian work remains vulnerable to deficiency, and our last supplication is that praise be to God, Lord of the Worlds.