A comparative cognitive linguistic study of persuasive/attention strategies in Iraqi and American Facebook advertisements

Abstract

The present work is qualitative in nature. It aims to investigate the use of visual attention/persuasive 
strategies in both Iraqi Arabic and American English Facebook advertisements. To achieve the objective 
of the study, the researchers have selected (4) representative advertisements; (2) from Iraqi Arabic and 
(2) from American English. The data has been analyzed using Frame semantics theory by Fillmore (1995). 
Results have shown that textually, both languages invest almost an equal amount of persuasive 
techniques. However, Iraqi Arabic advertisements involve using swearing expressions and repetition, 
which is part of their culture. Pictorially speaking, in both languages, the role of images is important and 
supportive, but not alternative or primary. Moreover, framing the images helps properly deciphering 
them. However, this process involves one to be imaginative, digitally literate and creative when thinking. 
Finally, there is no text-picture balance; each has its role in persuading people, and both are important. 
The value of both texts and images depends on the way they are taken/written, their clarity, and 
comprehensiveness.