About the Journal :
Journal of Arabic Language for Specialized Research is published quarterly by the Scientific Institute for Advanced Training and Studies , it is devoted to the publishing of researches concerning sciences and arts of Arabic language such as Grammar, rhetoric, metrics, prose and poetry, phonetics, modern linguistics, dialects, Arabic calligraphy, Arabization, and literary critical stylistic studies.
The journal is a research platform for scholars, teachers, and students to enrich the Arabic Library with further sound researches and precise studies for the purpose of unveiling the secrets of this language which is regarded as a miracle on its own through the Quranic text that remains a great challenge to all languages’ texts. However, the research efforts made on Arabic language and its relevant sciences as well as the unveiling of its beauty in the past and present are merely attempts to reveal the secret of its essence to persuade linguists and litterateurs of the reasons why Allah, the creator of all languages, has chosen Arabic to be the last language for his messenger Mohamed (Peace and Blessings Be Upon Him) and his miraculous immortal book till doomsday.
This article is an attempt to analyze a verbal advertising sample from a pragmatic perspective in order to determine its content departing from its connotative and denotative meanings. Further, we have adopted functional grammar as a theory which assumes that language is a medium for communication. Besides, we have built on Austin’s theories of ‘speech act’ so as to highlight the significant effect of ‘performance act’ on the receiver of the advertising discourse.