Components of advertising speech in Al-Maidani’s Proverbs Complex

Abstract

Arabic proverbs celebrate advertising as an intentional, conscious activity, and an interactive communicative event, with specific connotations and declared and undeclared goals, which internalize the visions and ideas of advertisers, and reveal their abilities in how to manage the advertising process through the components of this discourse that are advertising-oriented, and to pursue the dimensions and advertising objectives inherent in it.  Shedding light on it and bringing it to the public by researching the method adopted by the Arabs in promoting their ideas, visions, needs, aspirations and goods, examining the most famous means and methods that they employed in practicing advertising work, and identifying the extent of the effectiveness of advertising discourse in the process of communicating with others.

            The Arabic proverbs in the book “Majma’ al-Athlam” by Al-Maidani represented a fertile field for manifestations of advertising discourse and its components, in a way that tempts researchers to look at them and clarify their aspects, which is what the research will try to reveal and their effects on the recipient as a pillar of the communicative process. The researcher chose the book “Majma’ al-Proverbs.”  For the field to be his area of ​​work, and raw material for studying these components.