الفهرس 
Table of ContentsOnly 14 pages are availabe for public view
 |  | from | 172 |  |  |
| | | from | 172 | | |
Abstract
Abstract : This thesis aims at investigating how the verbal and nonverbal language of advertisements are affected by society. To achieve this aim, a comparative and contrastive study between the Egyptian and Saudi Arabian TV commercials is carried out. The collected data consisted of 20 Egyptian advertisements (henceforth, EAds), and 20 Saudi Arabian advertisements (henceforth, SAds). The data were collected from TV advertisements displayed on five Egyptian channels: MBC Masr, DMC, Al-Nahar, Al-Hayaht and CBC; and three Saudi Arabian channels: MBC, Al-Arabiya and Saudi Channel1 in the period 2010-2019. The theoretical frameworks, within which the linguistic and semiotic analyses were conducted, included Leech (1966), Fairclough (1989, 1992, 2003), and Kress & van Leeuwen (1996). Furthermore, in the analysis, persuasion strategies, gender roles, and gender discrimination were explored. This thesis concluded that many social factors have great impacts on the language of advertisements. The differences between the Egyptian and Saudi Arabian societies at the economic, cultural, and historical levels, as well as gender stereotyping are reflected in their advertisements. Besides, different verbal and nonverbal persuasive techniques are employed by advertisers to urge consumers to purchase the advertised products.