Presenting the Persuasion Model of Commercial Advertisements with the Approach of Promoting National Production; A Case Study in Islamic Republic of Iran Broadcasting (IRIB)

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.