Persian monarch sounds positive when speaking our language (4)

I believe the answer is:

shah

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'persian monarch' is the definition.
(I've seen this in another clue)

I don't understand the remainder of the clue.

(Other definitions for shah that I've seen before include "Old Middle Eastern ruler" , "Persian king" , "Persian emperor" , "Former hereditary monarch of Iran" , "King of Persia" .)

I've seen this clue in The Irish Times.

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