LEXICAL-SEMANTIC ANALYSIS OF VERBS TAKEN FROM MODERN ARABIC ADVERTISING SPEECH
Abstract
The article analyzes the functioning of derived verbs (*al-afʿāl al-mazīda*) in the contemporary Arabic-language advertising discourse of the Gulf countries (KSA, UAE, Qatar). In Instagram advertisements, digital marketing campaigns, and
state-led projects such as Saudi Vision 2030, there is a high frequency of verbs belonging to patterns II, IV, and X (e.g., *yuṭawwir*, *yufaʿʿil*, *yastathmir*, *yuḥassin*, *yujarrib*), which convey meanings of action, development, and
motivation, serving as key tools of persuasive marketing. Methodologically, the study is based on morphological, semantic, and discourse analysis of advertising units selected from Instagram, official Vision 2030 media resources, and GCC
advertising agencies. The results demonstrate the predominance of Pattern II (*faala*) in advertising slogans due to its causative and intensifying semantics; Pattern X (istafala) more often marks investment and developmental perspectives, while
Pattern IV (afʿala) is commonly used in official launch-related messages. Overall, derived verbs contribute to shaping a rhetoric of modernization, innovation, and “the future” in the media space of the GCC.
References
Al-Azmi H. Arabic Advertising Discourse in the Gulf Region. Kuwait
University Press, 2021.
Vision 2030, Official Media Center.
UAE Digital Marketing Report 2023.
Al-Batal M. Modern Arabic Usage in Media. Doha Institute, 2019.
Instagram Ads Library, GCC region (Saudi Arabia, UAE, Qatar).
Al-Azmi H. Arabic Advertising Discourse in the Gulf Region. Kuwait
University Press, 2021.
Al-Batal M. Modern Arabic Usage in Media. Doha Institute, 2019.
Vision 2030 Official Media Center.
UAE Digital Marketing Report 2023.
Instagram Ads Library (GCC Region).
Holes C. Modern Arabic: Structures, Functions, and Varieties.
Georgetown Univ. Press, 2018.
