محمدعلی خیاط

People would not welcome any product whatever superfine it is, as long as it is not introduced to the public. Considering the Supreme Leader’s concern and his emphasis on supporting the high quality products made in Iran, this research seeks to explore the social pathology of IRIB commercials affecting the public minds regarding Iranian makes. This research has been carried out on an application- development method collecting data descriptively. The statistical population of this research includes 17 members of press personnel and IRIB commercials professionals such as ad. producing companies and commercials firms. The population was chosen through snow- ball method collecting data by interview. Analysis of interviews was carried out using thematic method. The model of social pathology of IRIB commercials was drawn on development basis of Iranian brands. SWOT model was finally obtained. The research findings indicate IRIB weaknesses in the field of national brands as follows : weak information on support plans, high cost of IRIB commercials, stricter IRIB rules compared to other media, the dominance of quantitative evaluation over qualitative  assessment, extreme quantification in the ranking of commercials agencies, inherent weakness of IRIB in advertising Iranian start- up businesses, backwardness from digital environment, and weaknesses in content making as commercials platform. IRIB restrictions on advertising national products will have negative effect on the credit of the organization. Also, incomplete exercise of IRIB rules will have adverse impact on the IRIB reputation and bring a negative view of the sales- oriented owners of the ads. Therefore it leads to a wave of profiteers riding on national makes.