College of Languages Discusses a Master’s Thesis on Discourse Analysis in Psychological Advertisements in English and Arabic
On Sunday, February 23, 2025, the Department of English Language at the College of Languages, University of Baghdad, discussed the master’s thesis titled “A Mulimodal Discourse Analysis of Persuasive Strategies in English and Arabic Psychological Advertisements” by the student Noor Al-Huda Fadel Sarhan.
The thesis aimed to identify the visual and verbal elements used in psychological advertisements in both English and Arabic, as well as how these elements contribute to the overall persuasive power of the advertisements. It also investigated how cultural and linguistic differences influence the perception and interpretation of psychological advertisements in both languages.
The study included an analytical and comparative examination of mental health advertisements in Arabic and English. Additionally, it sought to provide insights into cross-cultural marketing tactics and emphasized the importance of considering linguistic and cultural differences when creating and distributing psychological advertisements.
The research also contributed to the development of multimodal discourse analysis, enhancing the understanding of how verbal and visual components interact to convey meaning and influence viewers. The study concluded with key recommendations, advising Arabic advertisers to avoid lengthy sentences to maintain clarity, engage audiences, and prevent overwhelming or alienating them. It also suggested that trainers focus on the use of positive evaluative language in advertisements across various fields to enhance appeal and effectiveness. Additionally, researchers were encouraged to consider the nature of the Arabic language before conducting comparative studies related to grammar. The committee recommended that the researcher take into consideration the feedback provided by its members, and the thesis was accepted with a “pass” grade.
