Representation of cultural values in Iranian animation to influence children's cognitive behavior

Nowadays, television programs are an inseparable part of life and animation has a special place in these programs, in such a way that the audience is unconsciously exposed and influenced by persuasive communication. The main goal of the current study is to investigate the techniques of persuasion in the construction of linguistic value concepts in the animation of Shekarestan, in which linguistic tools such as allegory and proverbs, which are intertextuality topics, are used to convey concepts and persuade the viewer. The current research, which is conducted on eight episodes of the animation of Shekarestan, is of a descriptive-analytical type, and its purpose is to present the results of the study of the representation of cultural values in Iranian animation to influence children's cognitive behavior. The findings revealed that in every part of Shekarestan, an attempt has been made to convey and induce the message to the audience by using specific discourse, cultural beliefs and various persuasion techniques. The results show that among the techniques of persuasion, topicalization, repetition, flattery, exaggeration, and explicit claims are more used to represent cultural values.