جستجوی مقالات مرتبط با کلیدواژه "commercial advertisement" در نشریات گروه "علوم انسانی"

Advertising is an almost complex topic that has been continuously investigated from different angles. Successful advertising is based on principles such as advertising psychology and knowing the target market. In making a television commercial, special attention should be paid to various aspects of advertising in terms of psychology, sociology, and artistic and literary aspects of advertising, and television advertising should be done in the form of a broad advertising campaign to influence the audience. In this regard, persuasion seems to be the primary goal of any kind of communication, including human or media. To make television commercials a lot of money is spent and at the end the final result is measured by influencing some audiences’ feedback when this process reaches the highest level, it is said that persuasion is made. For a medium to have a deep impact on its audience, it must acquire lyrical techniques. Once the audience is convinced, their attitude and perspective usually changes and they imitate the lifestyle and behavior of the person who convinced them. Therefore, the central issue in this research is outlining the persuasion strategy of advertisements in the national media. That is, how to design or present the domestic product advertising strategy in the national media, relying on the most important persuasive features.

The research was conducted with a qualitative approach and in the method of grounded theory with 17 experts in the field of media, an in-depth and open interview. In the next three steps, coding, re-selection and selection of data, analysis and continuous comparison between them were done and finally, the desired pattern was extracted in the framework of a paradigm model.

The findings showed that to convince commercial advertisements with the approach of spreading national production, it is necessary to pay attention to the causal situations firs. The first category of the causal position was called aid to the domestic economy, which refers to things like promotion of domestic production, promotion of employment and non-dependence on foreign production. The second category was geographical requirements. As Iran is seeking to reduce reliance on oil and imports and promote production and exports, relying on the income of the single-product economy and crude oil export hampers achieving such goals. Active and dynamic economic development requires a strategic and principled program, based on popularizing the economy by giving more opportunities to private sector activists and eliminating obstacles and problems in this part. In such a way that the private sector is the engine and the main driver of economic and industrial growth by using its capital and the use and participation of non-governmental funds, the maximum use of human resources and the use of competent management, besides fulfilling its duties in the economic and industrial growth of the country, is able to achieve the development goals of the government. Therefore, the realization of these goals requires a national consensus and efficient organization. The present study is focused on the Islamic Republic of Iran Broadcasting as a media organization.

In this study, the paradigmatic framework of persuasion of commercial advertisements was prepared by the national production diffusion approach (a case study in the national media). The research framework including 10 main categories was presented, the main focus of which is persuading the national media regarding the dissemination of national production. This framework of causal conditions includes four categories of help to the domestic economy, geographical requirements, as well as national and organizational consensus. In addition, three strategies were chosen to achieve the goal of the research, which included economic efficiency, management strategies, and security.

It is important to study the aspects and characteristics of advertisement, froma jurisprudential view. Although the history of advertisement is back to firsttrades by human and before Islam, but some of ads ways, like using bellmanfor sale were used at the beginning of Islam and the Prophet (PBUH) didn'tforbid it. In this article, by examining the evidence of legitimacy of advertisement, we review the jurisprudential and religious sources and get the possible obligation, prohibition, and reprehensibility of it. The important resultof this article: certainty of the evidence of legitimacy and permission of commercial advertising, in itself, and from a religious point of view; its secondaryprohibition in cases such as concomitancy with forbidden acts, promotingluxury life, encouraging extravagance, creating false need... The article usedlibrary method and descriptive-analysis way with extracting data from publicand legal sources of advertising.

Commercial advertisements are nowadays of significant importance among the myriad of media and cultural analyzers as an interdisciplinary subject. The aim through this article is to represent and interpret the body discourses within the advertisements broadcasted by Channel One of the Iran National Television by means of representing and categorizing the texts derived from those advertisements. To do so, seventy-two commercials were selected in a targeted manner in the year of 1395 (corresponding to 2016) in which three discourses on “joy and pleasure”, “health” and “body dignity” has been represented via use of the capabilities of discourse analysis and theoretical context of interpretive sociology. Under the joy and pleasure discourse, “good feeling”, in health discourse “health and peace of body” and “higher dignity or prestige” have been recognized as the core issues. Having conducted a thorough study of advertisement discourse in the field of body, it was figured out that such discourse is structured upon a larger biological and bodily discourse where the core of these discourses is a “consumer-oriented human”. According to the results, it seems that each of the above-mentioned discourses are under influence of various and divergent theories emerged commensurately from governing policies on the media. Media and government are representing individual discourses and eventually empowering them.

Advertisement on the cyberspace needs regarding of special principle and requirements; these requirements should be in a form that secure of suppliers of goods and people’s trust in the field of electronic commerce in addition to protect visitors’ rights. Generally, if someone wants to advertise a commercial stuff in the cyberspace, he/she should regard some legal requirements such as precision, honesty in it traits, avoid of fake and misleading advertisement, and avoid of making mental pressure on visitors. Mentioned legal requirements rooted in national and transnational rule for electronic commercial law, and generally, internet law. Electronic commercial Code (1372), provided some of these requirements. Few requirements, besides of criminalization of its violating acts, are provided by this Code regardless of complete consideration to public criminal law such as malice intent, to show the necessity of measure of requirements and un-criminalization of violating mentioned requirements.

Nowadays, images of celebrities are used to advertise goods and services, and this phenomenon is growing. On the one hand, in recent years, celebrities become aware of the value of image and image rights in advertisement world. On the other hand, many agencies and owners of goods and services become aware of the important effect of popularity of celebrities as a tool to boost sales of goods. Therefore, in today’s world, celebrities’ image rights become a valuable asset. There is not a uniform procedure among legal systems in respect of nature of celebritie's image rights. The legal system of the United States has recognized the economic value of image by accepting it as a right of publicity and has been considered it as an economic right. In European countries, France still remains in the framework of right of personality while in legal system of England, image rights is described within right of privacy. By considering the differences in this field, this paper seeks to explain the adopted approaches in legal systems, and analyze the nature of image rights in Iran.

The objective of this study is to review comparatively the status in top companies and brands of cultural products and goods from the viewpoint of advertising budget with emphasis on tables of the advertising expenses and of top companies on the basis of ranking of the Industrial Management Institute with respect to the general policies of the Fifth Development Plan in cultural field. The theoretical framework of this research is a combination of the viewpoints of critics of cultural studies in the field of economy of culture and culture industry with focus on commercial advertising and on the importance of branding in culture and identity of the society from the viewpoint of David Aker, a pundit in the field of branding at international level. In this study a combination of methods including survey, documentation and content analysis of tables of advertising expenses has been used. The findings of the research, including 10 top companies in terms of advertising budget and top Iranian companies in terms of sale amount (rankings of Industrial Management Institute), show: Top Iranian companies and top companies in terms of advertising budget have considered a very low position for cultural goods and products in the years between 2011 and 2013. Most of the advertising is related to financial institutions and banks, communicative and information technological services companies, household appliances and foodstuff from the viewpoint of budget, number and recurrence.

One of the most important missions of mass media is enlightening public opinion and enhancing their knowledge in various fields of life.Commercial advertisement is one of the fields of mass media.The planners of mass media must observe the jurisprudential laws and ethical advices in this field and the benefit of the people in general and not to just focus on their financial benefit or the producer's or the merchantsIn this article we would like to introduce some of the damages in this ground.Some of them are: deceiving the consumer, encouraging them to consume more, abusing the beauty of women for advertisement, denying the other goods or other merchandise, assuring the people (consumers) about the quality of commodity meanwhile the quality is not very high, and in brief, trying to benefit the owner of goods and not the benefit of people and consumers in general.

Nowadays mass media have extraordinary role in introducing and determining the life style of their viewers. Also they have undeniable effects on creation، reinforcing and even on transforming the attitudes of their viewers on political، mental and commercial advertising categories. Using variable content elements to attract viewers and to increase the effectiveness of television propaganda are the main considerations of commercial programmers in media. Using women as a tool for better and effective propaganda in the world and Iran has been criticized by many religious and cultural elites and philosophers. The recent research studies the role and the position of women in commercial advertisements in Iran. To attain the goal، content analysis has been used and the statistical population is 410 advertisements in IRIB channel 3 from 18 o‘clock to 24، seven days a week during October، November and December in the year 2012. Statics finally show that using women in advertisements for better sell of goods and services، causes her stereotype role-working at home and complement for men-to be bold.