Studying the role of Persian language in brands name of Iranian products advertised in the national media

The effects and consequences of business marketing to persuade consumers to buy goods and services do not limit to the business and commerce. The Non-business impacts of marketing, especially in the field of culture, are undeniable. One of the most important cultural aspects that have been endangered by marketing activities is the Persian language. Numerous Iranian products are advertised in the TV that theirs names are derived from Latin words. This research has been done in two steps. In first step we describe the general status of the brand names of products advertised in the TV of Iran. For this purpose, a sample of 234 brands from six product groups was selected. The study showed that more than 20% of the sample used foreign words to name their products. Finally, in this step, we list some issues to be noticed in the naming of Iranian commercial products that is including the use of English words, the use of Arabic words, the use of unknown Persian words, the use of human names, the use of place names, the use of religious names, the use of sounds and sounds, etc. in the second step, the elite sample including 20 people in the field of business management and 22 people in the field of Persian language answer a questionnaire that is made from first step. Finally, a summary of the views of the elites on the dimensions of legislation to support the Persian language in the commercial registration of Iranian products names was presented.