Commercial advertisements are considered informative discourse, whereas the manipulative effects of their verbal and visual strategies have been ignored. According to van Dijk (2006), manipulation in mass media is performed by drawing the audience’s attention to information A rather than to B, by providing irrelevant or incomplete information, and by playing emotional games. Since the analysis of manipulative effects of semiotic features used in advertisements is scarce, the present research project investigates the potential manipulative effects of semiotic aspects used in Persian printed advertisements, and the influence of the Iranian sociocultural context on designing these visual messages. A corpus of 160 Persian printed advertisements was analyzed; the results revealed that their semiotic features, especially those which are meaningful based on the sociocultural context of Iran, tend to inculcate relevant information and meaning in consumers, in order to control their minds and subsequently their purchases. The findings of this study include six theme-based categories of semiotic manipulation strategies: Celebrity images, Creative images, Punctuation marks, Natural images, Seasonal images, and Cultural images. The results are discussed along the lines of research methodology in discourse and semiotic analysis.

中文翻译：

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伊朗印刷广告中采用的符号操作策略

商业广告被认为是信息性话语，而其语言和视觉策略的操纵效果却被忽略了。根据 van Dijk (2006) 的说法，大众媒体的操纵是通过提供不相关或不完整的信息以及玩情感游戏来吸引观众对信息 A 而不是 B 的注意。由于对广告中使用的符号特征的操纵效果的分析很少，本研究项目调查了波斯印刷广告中使用的符号方面的潜在操纵效果，以及伊朗社会文化背景对设计这些视觉信息的影响。分析了 160 个波斯语印刷广告的语料库；结果表明，它们的符号学特征，特别是那些基于伊朗社会文化背景而有意义的产品，往往会向消费者灌输相关信息和意义，以控制他们的思想并随后控制他们的购买。本研究的结果包括六个基于主题的符号操作策略类别：名人形象、创意形象、标点符号、自然形象、季节性形象和文化形象。根据话语和符号学分析的研究方法对结果进行了讨论。季节性图像和文化图像。根据话语和符号学分析的研究方法对结果进行了讨论。季节性图像和文化图像。根据话语和符号学分析的研究方法对结果进行了讨论。