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One of the most controversial topics, which has attracted many researches and scholars in the recent decades is bilingualism. The aim of this research is studying the use of Persian and Kurdish in the formal and informal situations in Cherdavel Shirvan. To achieve this, 394 testee were selected randomly from Cherdavel Shirvan. The testees were selected according to the age group (children under 11, adolescent 12-16, youth 17-29, middle age 30-50,and old above 51),education level (illiterate, primary, guidance school, high school, Diploma, associate diploma, bachelor, master, PhD), and gender (male and female). In this research, Parasher questionnaire has been used. The testees were required to determine the Kurdish and Persian on the basis of multiple choices “always”, “often”, “sometimes” and “never”. The questionnaire contained and 36 questions, which are ordered according to the formality of fields (family, friendship, neighborhood, educational and official interaction) from informal to formal. After collecting the questionnaires, the data were processed by the software. Statistical methods such as X2, Kendall, pair T-test, and unilateral variance were used to analyze the data. The findings showed that using Persian and Kurdish by different age, education and gender groups is statistically significant.  

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Linguistic varieties are broadened by complexities of social relations. Among these, interaction of phonetic and social variables plays important role in linguistic varieties. The goal of this paper is to study the nature of phonological metathesis and its relation to social variables of age and education. The framework of this article is social phonology using analytic and field study methodology. In phonological analysis which was in optimality theory, it was determined that sonority sequence principle and syllable contact law are responsible for this process. In this research 110 words are pronounced by 56 individuals. In phonological account which was within optimality theory it was determined that sonority sequence principle and syllable contact law are main causes of this process. Also in this research the frequency of the consonants involved in the process is determined. Participants are classified according to age and education. Regarding the age of participant four groups have been chosen: 4-5, 6-7, 29-40 and 41-69, it means that educated, illiterate, mid education and academic. Results show that by the increase of age, the rate of metathesis decreases. Also by increase in education the rate of metathesis decreases.

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Nowadays, with increasing competition among economic agencies, the role of advertising is very decisive. The purpose of this research is to analyze the commercial advertising of the Tejarat Bank in the theoretical framework of semiotics. The research method is qualitative and descriptive-analytical. The data include 16 images and videos collected from Bank archive. The analysis of the data shows that in the advertising of this bank, attention was paid to implicit meanings and cultural, social and biological elements such as respect for customers, praise of the past, modernism, environmental attention, prospects and new technologies. Furthermore, the bank logo has existed for decades and needs innovation and reform. This study highlights this fact that the bank advertising is not effective and requires more modern advertising.

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Animations, one of the virtues of digital world, subjectively demonstrates anthropomorphic representations of fantasy worlds in which human and non-human identities are constantly being revalued. In this milieu, animators are heirs to aesthetic resources functioning a mediating force to re-conceptualize and reorganize the world’s spatial coordinates. This paper probes the nature of creeping ideologies about consumerism, globalized world and denigrated non-American local cultures propagated in popular, animated Hollywood film Fantastic Mr. Fox through a multimodal analysis. Multimodality, an interdisciplinary approach to the study of contemporary communication and representation, justifiably claims that there are intricate processes of meaning-making achieved not only through language but also through a variety of modes, including image, gaze, gesture, movement, music, speech and sound–effect, that simultaneously and in various degrees contribute to the gestation of semiotic landscape. Applying a multimodal approach, we try to answer these questions: In what ways is multimodality a repertoire for scaffolding cultural identity? How can multimodal representations help immerse interpreters in the life-worlds of fictional characters? What is the best way to study processes of remediation as they bear on issues of multimodality? The significance of current study is emphasized by the formation of an increasingly intimate association between children, consumer culture, and lucre-oriented media in the USA, as well as the increasingly dire information emerging about disparaged local traditions. This analysis grossly represents the dual, alienating and often conflicting messages that commercial film provides for its young audiences about promised American utopia and their vociferously alleged panacea for the audiences’ desperate situation.
 

 
 

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Vowel harmony like assimilation is a very common process which is seen in most languages of the world. This process is studied by most phonological theories such as generative phonology, auto segmental phonology and optimality theory and is considered as a criterion for evaluating the adequacy of these phonological theories to account. This article deals with the vowel and vowel consonant harmony in Persian. Vowel harmony and vowel consonant harmony studies the features such as height, front/backless, roundness, and advanced tongue root and retracted tongue root. The research method of this article is content analysis and the data are collected by purposive sampling. Theoretical framework of this research is Optimality Theory. In Persian languages features of vowels such as frontness/backness, height and roundness involved in vowel and vowel consonant harmony are studied. Also some features of consonants such as anteriority or posteriority or their place of articulation changed in harmonies are studied.  In this article some faithfulness and marked constraints for accounting vowel and vowel- consonant harmony in Persian such as license, agreement and identity are introduced. Finally it was shown that strong positions in Persian account harmony in this language
1. Introduction
In some languages there are specific constraints ruling on vowel features which appear in special linguistic area which is called harmony, thereby vowels in intended areas harmonize in some feature. (Roca &Johnson,2005:149). In other words, vowel harmony is a kind of assimilation in which vowels in a specific phonological, morphological or syntactic assimilate in one or some features. The aim of this research is describing types of vowel harmony and vowel consonant harmony in the framework of optimality in Persian. The main question of this research is that whether there is vowel or vowel consonant harmony in Persian and if so, what features are involved in it? The research method of this article is content analysis and the framework is optimality theory. Data of this research are 705 words collected by counting all cases from the Moin 6 volumes dictionary. The data for optimality theory analysis are collected by purpose. Data analysis shows that in front vowels by reducing the height the frequency of vowel harmony among vowels increases. Also, in back vowels the most frequent harmony belongs to /a/ and frequency of vowel harmony among two other vowels, /o/ and /u/ are the same. In back vowels by reducing the height frequency of vowel harmony increases. In Persian and specially in colloquial variety vowel harmony is seen in simple and two part morphemes. Followings are main types of harmony in Persian: a: simple harmony in one feature. In this harmony only one feature is involved. Back harmony: [ʔerteʔɑš] →[ʔertɑʔɑš].  Height harmony: sebi´l      →     sibi´l. Roundness harmony:      be+xor  →     bo´xor. b. harmony in multiple features. In this type some vowel fetures are involved. In   be+gu  →   bu´gu   /e/ alternates with /u/./e/ because of heightness and backness of /u/ become [ +high,+back].In epenthesis vowel harmony in Bushehri dialect definite suffix has three alternations: /-oku/, /-eku/ and /-ku/, from which the first two end in consonant and the last one end in vowel. (Ahmadzade Borazjani,2010). In vowel consonant harmony features of vowel harmonize with consonant: in bi-ya alternation of /i/ and /e/   is because of harmony between height and since /y/ has the feature [-back,+high], /e/ becomes high and changes to /i/.
 
Tableau 1. constraints of /bæha’r /

Input: /bæhar´/	AGREE(back)	Lic(back)-σæ	IDENT- IO(back)
a. bæhar´	*!
a. bæhar´			*
c.bæhær´		*!	*

  
Tableau 1 represents constraints, candidate a doesn't violates license constraint and the reason is that /a/ has stress. This candidate violates Agree constraint because of difference of the vowels. Also, this candidate because of the lack of changing the vowels from input to output violates the identity constraint. Candidate b observes the license constraint because of the stress of the second vowel. Also, this candidate observes the Agree constraint because of sameness of vowels. However, the third constraint because of the difference in input and output in the first vowel is violated. Candidate c violates the license constraint because of the lack of stress in back vowels. Also, this candidate violates the identity because of the difference of the vowel in input and output. Agree constraint because of the identity of the vowels is not violated. So, the candidate b is optimal.
 
Tableau2. Constraints of /keli´d/

Input: /keli´d/	AGREE(high)	Lic(high)-σæ	IDENT- IO(high)
a.keleʹd		*!	*
b.Ckili´d			*
c.kileʹd	*	*!	**

 
In tableau 2 candidate a violates a because of lack of height of stressed vowel. This candidate observes Agree constraint because of identity of vowels. Also, this candidate violates identity constrain because of changing the second vowel. Candidate b violates identity constraint because of the lack of height stressed vowel. Candidate c violates license constraint because of the lack of height of stressed vowel. Also, this candidate violates the Agree constraint because of the difference in vowels. Identity constraint is violated twice because of the difference in vowels in input and output. So, constraint b is optimal.
 
Tableau3. Constraints of /be-xor/

Input: /be-xor/	AGREE(back)	Lic (+round)- σ´	IDENT(round)
a. be-xor	*
b. Cbo-xor			*

 
 In tableau 3 candidate a violates Agree constraint in backness. Candidate b violates only roundedness constraint which is in lower rank. So, candidate b is optimal.
In Persian there are three types of vowel harmony including harmony in height, harmony in back vowels and harmony in roundedness. Harmony of height of vowels applies on middle vowels and this causes to raising and become a high vowel. The goal of vowel harmony of backness or height of vowels in Persian is reducing the resetting articulatory organs and this is the result of faithfulness of strong position. It seems that in Persian in simple word stress is phonological element which causes harmony. In these words, feature spreading from strong position, stress position to weak phonological position, stress less position. However, in complex words root acts as strong position.

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To know how people begin their conversation and address each other is important in studying and making social relations. The aim of this research is to analyze sociolinguistic phenomenon called address terms by focusing three objectives: finding types, functions and social factors of address terms used in spoken form of Khoy variety of Azeri Turkish. The method of this study is content analysis and the data which are collected by field study using questionnaires from 225 Khoy native speakers show that there are eight types of address forms in Khoy variety of Azeri Turkish: first names, last name, titles, family relationship terms, pet names, religious terms, terms of profession and reversed terms. Data analysis show that in this language address terms in different conditions and situations express intimacy, power distance and respect from the maximum to the minimum which means that among these language society intimacy gas high priority in using address terms. Also data analysis showed that age, family relation, social ranking and job hierarchy and education affect on choosing address terms showing that in the culture of this traditional language society age and family relation more than other factors are responsible for social, cultural and class distances.  Also, according to the data first name is most frequent address term in Khoy variety of Azeri Turkish. Religious terms have the most frequency among strangers which shows that religious affairs are important for Khoy people. Distinctive characteristics of this research regarding other researches is that beside studying address terms, social and functional factors having role in choosing address terms are analyzed.


1. Introduction
Understanding the culture, ideology, ethnic beliefs, social relations, etc., needs understanding the society and the verbal interaction among the individuals. One of the most important aspects of the social relations is to know how to start up a conversation and use the means of addressing the other. The current study, accordingly, aims to investigate the addressing phrases used in interactions in order to extract their types, functions, and social aspects. The corpus used in this study consists of 1474 addressing phrases in Azeri Turkish used in Khoy, which was collected through a spoken questionnaire from 225 speakers. The research questions are: 1) what are the type of addressing phrases in Azeri Turkish in the spoken language of Khoy? 2) What are the structural and functional features of these phrases? 3) What social aspects do play role in selecting the phrases by the Khoy speakers? The hypothesis indicates that the traditional, religious, and cultural beliefs as well as the social aspects of the Khoy speakers affect the selection of these addressing phrases. The research method employed in this study is content analysis based on the theoretically-related perspective through the descriptive, explanatory, and exploratory levels of analysis.

2. Conclusion
The aim of this study was to understand the addressing phrases used in the Turkish community of Khoy considering the factors that distinguish them from other addressing phrases. The findings showed that the addressing phrases in the spoken language of Khoy people is influenced by the individual's relations, context, and social variables of gender, age, education, occupation, behavioral type and other related factors. Analyzing the structure, function, and social aspects of the addressing phrases used among the Azeri Turkish speakers of Khoy suggested that there are eight categories of addressing phrases: first name, surname, title, family relations, nickname, religious names, occupational names, and reversal names. The frequency of each category depends on the social and cultural status, gender, social class, age, family relation, occupational status, and functional factors. The content analysis indicated that except for the strangers, the first name is the least signifying addressing phrase. Therefore, it can be implied that the Azeri Turkish used in the spoken language of Khoy is mostly first name dependent, as it is the case in Farsi language.
This study also analyses the social factors of using each of the addressing phrases. The findings of the study not only can set a platform for other research projects in Turkish language and comparative studies among other languages, but also could be used in teaching Azeri Turkish as a second language for the teachers of the ministry of education who are working on Farsi, English, and Turkish at the same time.
 

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Mamasani Lori dialect is one of the southern dialects of Lori language and a branch of southwestern Iranian dialects which, like many other Iranian dialects, has significant phonetic and phonological variations. One of the notable morphonological domains in this dialect is the representation of various forms of the past morpheme. The main issue of this research is how to optimize the processes, constraints and rankings of these morphonological variations based on the optimality theory, and investigating whether there are universal rules for them? The method of the present research is descriptive-analytical and the method of data collection is documentary, based on the list of simple verbs of Persian language (Tabatabai 1997), a list of equivalent verbs in Mamasani Lori dialect was extracted and transcribed based on the International Phonetic Alphabet and all contexts of past allomorphs are analyzed in the data. Data analysis showed that /ɪd/ is the underlying past morpheme is the in this dialect, based on the criteria of context distribution, frequency of occurrence and application of the least rules. So, this study resulted in specifying nine allomorphs of past morpheme, (/ Ið /, / ð /, / ɑð /, / d /, / t /, / es /, / s /, / ɑs / and / Ø), and analyzing their phonetic realization based on OT in this dialect.....
 

1. Introduction

 Mamasani Lori dialect is one of the southern dialects of Lori language and a branch of southwestern Iranian dialects which, like many other Iranian dialects, has significant phonetic and phonological variations. One of the notable morphonological domains in this dialect is the representation of various forms of the past morpheme. The main issue of this research is how to optimize the processes, constraints and rankings of these morphonological variations based on the optimality theory, and investigating whether there are universal rules for them? The importance and necessity of the current study is to preserve the heritage of the ancient Iranian languages and to provide a comprehensive description of one of the morpho-phonological sub-fields of the studied dialect. In this regard, it has been attempted to answer the following research questions while analyzing the subject: 1) What are the allomorphs of the past morpheme in Lori Mamasani's dialect?  2) In the framework of optimality theory, what processes, constraints, and rankings govern the optimal output of the allomorphs of the past morpheme, and are they governed by universal rules? 

2. Methodology

 The method of the present research is descriptive-analytical and the method of data collection is documentary, based on the list of simple verbs of Persian language (Tabatabai, 1376), a list of equivalent verbs in Mamasani Lori dialect was extracted and transcribed based on the International Phonetic Alphabet and all contexts of past allomorphs are analyzed in the data. 

3. Findings

 The findings showed that the tendency to weakening in the dialect of Lori Mamasani is a very common and widespread process. Data analysis showed that /ɪd/ is the underlying past morpheme in this dialect, based on the criteria of context distribution, frequency of occurrence and application of the least rules. The past morpheme includes the nine allomorphs (/ Ið /, / ð /, / ɑð /, / d /, / t /, / es /, / s /, / ɑs / and / Ø) which are realized as a result of weakening process in this dialect. In this study, some degrees of weakening in the consonant and vowel of the past morpheme / ɪd / was observed, which indicates that in general the weakening process is a function of the global constraints of LAZY in this dialect. Also, a weakening continuum has been observed in the vowel of these allomorphs, in which the tense high vowel / ɪ / in the allomorph / ɪð / is weakened to the central vowel / e / in the allomorph / es / and the lax low vowel / ɑ / in the allomorphs / ɑs / and / ɑ /. The * V (tense) constraint governs this process. In more than half of the examined data (246 verbs out of the total 446 verbs), the past morpheme realized in two forms, / Ið /, / es /. The allomorph / es / is  realized as a result of the devoicing process of the voiced dental fricative phoneme / ð / in the allomorph /Ið/,  which immediately realized as /s/,that is  its  closest phoneme based on the place of articulation feature, because there is no voiceless dental fricative  phoneme / ɵ / in the phonological system of this dialect. 

4. Discussion and Conclusion

 The process of consonantal devoicing under the influence of sociological factors is a common process in Iranian languages ​​and dialects. In this study, the importance of consonant and vowel weakening processes in selecting optimal outputs and allomorphs of the past morpheme is shown. It seems that this study can be generalized to the allomorphs of the past morpheme in Persian as well, because in terms of the criteria occurrence frequency, context/texture and application of the least rules in Persian, the allomorph / ɪd / can be considered as the underlying past morpheme in Persian, Contrary to the opinion of Karampour et al.(1390) who believed that other allomorphs are realized as a result of phonological processes and derivational stages/steps in Serialism optimality which has generated the other allomorphs in surface realization. Perhaps in this way it may be possible to put aside the classical distinctions and definitions of the past-stem and the present–stem and believe only in the present-stem or verb-stem, which can be redefined by adding the past morpheme / ɪd / and applying processes such as elision, insertion, assimilation, etc. based on different phonological contexts and intermediate derivational stages in optimality approach. The present study also confirms the superiority of the performance and mechanism of the Serialism to the Parallelism (standard) optimality, because, as noted, the allomorphic variations of the past morpheme are the result of successive processes of the Serialism sequential steps, in which, at each stage, a process or change is applied to the input, and a series of feeding or bleeding processes are involved in the selection of the final output, which explains the course of evolution in the intermediate stages. In parallelism, the processes and constraints of the intermediate stages of derivation are not dealt with, and the surface forms show different and varied phonetic realizations, which are classified as irregular categories in traditional grammars..