A Rhetorical Analysis of Advertising Texts in the Hebrew Language
The Department of Hebrew Language at the College of Languages, University of Baghdad, held a thesis defense on Thursday, February 27, 2025, for the Master’s thesis titled “The Language of Advertising in Hebrew: A Linguistic-Pragmatic Study” submitted by Samar Mustafa Hadi.
The thesis aimed to study the linguistic and rhetorical features used in advertising texts and understand how these elements are employed to achieve persuasion and influence.
It also sought to analyze the pragmatic dimensions of advertisements and uncover the implicit messages and intentions conveyed by advertisers to their target audience.
The study adopted a pragmatic approach to analyze the language of Hebrew advertisements, combining Speech Act Theory and Presupposition Theory, along with the theoretical framework of Persuasion Theory.
It aimed to establish a rhetorical-linguistic model for analyzing advertisement while critically reviewing the main linguistic levels and constructing a conceptual image of Jewish society, its economy, and cultural level.
The research concluded that the language of Hebrew advertisements serves multiple functions, the most prominent of which is persuasion. It also emphasized that persuasion is not a speech act in itself, but rather the result of other speech acts—meaning that it is the goal, not the means. Furthermore, the study showed that linguistic and figurative tools are potential elements within advertising texts, each with its own rhetorical value.
The examining committee recommended that the researcher incorporate the feedback provided by the members, and the thesis was accepted with the grade of “Pass”.
