جۆری توێژینهوه : Original Article
نوسهر
College of Languages, University of Garmian, Kurdistan Region, Iraq
پوخته
An idiom is a phrase or expression whose meaning cannot be understood from the
ordinary meanings of the words in it. The meanings of words are arbitrarily stipulated
in memory.
Idiomatic expressions have been treated as lexical components for decades. It has
been hypothesized that idioms shall be investigated via their pragmatic properties.
Hence, idioms may be classified as an implicature from the point of view of
pragmatics so that idiomatic implicature is one of the sub-species of conversational
implicatures. Idiomatic implicatures in general do not bring problems for native
speakers this is the main reason that make the advertisers use them in their work.
The aim of this study is to prove that advertisers use idioms to make the audience be
closer to their products. In addition, the researcher tries to make a comparison
between the idiomatic expressions that are used in Arabic and English
advertisements.
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