الأبعاد الثقافية للغة الإشهارفي المحلات السكنية بأبها ـ دراسة سيميائية -

Abstract

The Cultural Dimensions of Language of Advertizing Residential Places in Abha, KSA

A Semiotic Study

This study attempted to read the cultural dimensions which are held by a language of publicizing residential places in Abha city according to the semiotic method. The study concluded a number of results which indicate that a language of publicizing residential places in Abha, mostly holds multi-cultural dimensions; it appeals to customers and habitués by aesthetics and culture. Thus, it is characterized by exploiting the aesthetic dimensions which are derived from the nature, decoration, perfume, and the aspects of vocal beauty. Such dimensions achieve harmony between the language and the nature of the city and its beauty. It includes cultural dimensions which are related to the identity of Arabic and Islamic civilization and original Arabic values as well as the dimensions related to the belonging to the place. Moreover, the publicized language which derived from the foreign culture achieved a little presence compared with the other national identity names. Such things indicate that publicists are awareness of the publicized language, also indicate to the extent of pride of civilized identity of the nation. It Harmonizes with the aesthetics of the city and its specificity.