ABSTRACT
The ubiquity of advertising is a fact of life in all modern societies. This public discourse provides, in its various forms (e.g., radio and television, newspaper and magazine advertisements, and the Internet), a wealth of data which can be investigated from a sociolinguistic perspective. All types of advertising discourse aim to persuade their intended audiences to buy the goods and services they publicize. In this sense, their use of language, either verbal or visual, is goal-directed, value-laden, and ideologically loaded. This chapter examines the types of socio-cultural values that are reflected and constructed in Persian advertisements in the post-revolutionary era.2
