The theory of semiology as a scientific approach in the field of cultural studies offers an efficient device in analyzing advertising messages for the researchers. Advertising in all its dimensions such as commercial advertisements uses several visual techniques and attempts to use the most appropriate way of delivering the message of the seller of product/service. Semiology not only offers techniques for strengthening advertising messages, but also assists in discovering the concealed meaning system or covert value system in advertisements. This article attempts to notice applications of semiology theory in analyzing advertising messages; and the article, in the form of studying several instances of printed commercial advertisements, works on their technical and cultural dimensions. The main focus of this article is on the necessity of understanding several dimensions and outputs of commercial advertisements such as economic, social, and cultural in a multi-dimensional system, which can have several applications for advertisers, producers of advertising messages and even policy-makers in the field of commercial advertisements. Several functions of commercial advertisements and categorizing them are among the issues which facilitate the main framework of this article, i.e semiological analysis of Williamson on commercial advertisements. In the end, cultural indications of commercial advertisements are propounded.

As a key element in each business strategy, commercial advertisements increase competition on the market through providing information and introducing goods and services. As a result, commercial advertisements play a vital role by transmitting information related to the products, and thereby they benefit both producers and consumers. Consequently, a modern capital economy without commercial advertisements is hardly imaginable nowadays. Nevertheless, by providing misleading or false information and by using confusing trademarks, some commercial advertisements mislead the consumers and cause liabilities towards them and sometimes towards the competitors (usually intellectual property owners). Through a descriptive approach, the present study explains the concept and the status of misleading commercial advertisements in the legal systems of the European Union, the United States, the Islamic Republic of Iran, and the Imamiyah Jurisprudence, and paves the way for the Iranian legislator to enact exact and effective laws in this field.

Commercial advertisements as one of television’s programs are effective in presentation and reproduction of women’s position in society and continuity of gender stereotypes. The main purpose of this research is the study of gender stereotypes. In this regard, theory of gender representation of Goffman and symbolic annihilation of Tuchman were used. In this study firstly, the advertisements were segregated according to their subjects and then were studied regarding their gender stereotypes to specify if there is in Iran, differentiation in stereotyping. The method used was quantitative content analysis with reverse questionnaire. Population was commercial advertisements from 20:00 to 23:00 among three channels (channel 1, 2 and 3). The results showed that there is significant relation between gender of performer and presence in advertisements, main character of advertisements, touching of objects, ritual subordination, and voice of narrator and the subject of the advertisements do not affect their method of presentation. This is due to the outstanding stability of gender stereotypes in commercial advertisements behind the subject of advertisements. According to these results, gender stereotypes are re-produced and depicted regardless of what the subject of advertisements is.

Television advertising, as a cultural product with a wide range of audiences, can be analyzed as an ideological text. On the one hand, to attract more audiences, these visual works must observe all kinds of restrictions and prohibitions, and on the other hand, to change the lifestyle of the audience and encourage them to consume their desired product, it must pursue the goal of changing society. Inspired by the special method of Richard Simon, and of course its modification and expansion, this study intends to analyze the television commercials of the national networks in the summer of 2020. From all the advertisements, according to the methodological presuppositions of the research, some of them are selected and analyzed to present a meaningful narrative. In this method, customer, product, and Commercial Advertisement Player are the three main roles that in this study, the presence of Commercial Advertisement Player role in advertising analyzed practically. In addition to analyzing the case study of the research, we also intend to pursue the types of Commercial Advertisement Player''s presence and its classification as a sub-objective.

The aim of this study is to investigate the naming process of Isfahan's trade centers and shops. Dyer (1982) believes that one of the most important characteristics of commercial advertisements is to attract the addressees’ attention. Geis (1982) also assumes that an appropriate and relevant trade name may behave as a small advertisement to attract the customer's attention. Regarding these ideas, two questions are addressed here: first, whether the properties of commercial advertisements can be seen among the names of trade centers and shops or not; and second, if the answer is positive, what characteristics they have in common. The results of the study show that some of the linguistic properties of commercial advertisements, such as the use of metaphor, metonymy, foreign words, pun, repetition, etc. exist in the names of Isfahan’s trade centers and shops as well.

This article shows the results of a scientific research about the conformity of broadcasted commercial advertisements by the first channel of IRIB (during autumn and winter of 2008 and spring and summer of 2009) with IRIB Advertisement Direction1. In spite of the considering ethical, cultural, religious and legal standards and principles to create the advertisement direction of IRIB, the results showed that just twelve of above principles have been observed completely in the process of making commercial advertisements; but the other sixty four directions and rules have not been considered entirely. Consequently, it means only 16 percent of the above directions have been considered and observed fully and unfortunately the other 84 percent have not at all been observed completely. On the other hands, the results indicate the inconformity of the advertisements with IRIB Directions. So the most reviewed advertisements only reveal breaking the related directions. While the advertisement directions and rules have been collected based on the IRI values and standards; these directions and rules shall be observed and respected more precisely by the producers of advertisements and particularly by the Council of Inspection.

Commercial advertisements, as a significant part of the visual communication network, besides leaving direct impacts on the audience in the field of commodity sale, have many indirect effects on upbringing and orientation of audience society’s attitude. The present research, employing Norman Fairclough’s discourse analysis method, is an attempt to study the way of representation of women’s image in TV advertisements. After a precise reading of a set of 500 TV advertisements of detergent powders, hygienic materials, cosmetics, home appliances and kitchenware in 2016, five cases were picked up that were aired in all seasons by the Islamic Republic of Iran Broadcasting Organization. Focusing on the relationship between the text and context, the results indicate that contrary to the previous perception of researchers, the representation of woman’s image in the commercial advertisements is not limited to the stereotype image of a consumer, inactive and ignorant housewife; rather the recently produced advertisements are moving towards the promotion of a new discourse based on valuing women’s status and approximating them to their present position as an active, wise and able member of the Iranian society.

Commercial ads are a new topic and a new part of everyday life. The goal and motivation of this research is to infer and derive the Islamic legal rulings of commercial advertisements. Relying on juridical and hadith sources the author concludes that a part of the rulings of commercial ads can be inferred by making use of certain juridical titles or headings like deception or fraud, cheating, the prohibition of lying, the prohibition of sexual excitation, the prohibition of inflicting a harm upon others, the prohibition of tempting others to buy to something after the owner has increased its price and the obligation of being benevolent towards a brother in faith. Relying on these headings, the author turns to the related narrations to explain a part of the rulings of commercial advertisements. Under each heading, the author provides examples and also elaborates on the duty of the visual media in this regard.

Nowadays, advertisements have their own special place, certain rules and characteristics.Commercial advertisements are used some methods for convincing users to buy special goods.One of these methods, using sport stars to capture consumer's notices.
Inthisstudy,semioticsWilliamson methodology was used;based on this method, various functionsof commercialadvertisements such as distinguishing, objectivecoherence, accompaniment of good with reality, createa feelingofgoods,andsubstitutionfeeling forgoods were explored.Moreover, creatingof senseof assimilationandimaginary twinof based-sports stars advertisementsamong consumers were analyzed.

Surrealism has been emerged in different majors such as literature, cinematography, visual arts special advertisement. Always it has enabled to penetrate in the audiences mind through using techniques such as similarity, displacement and paradox, like humor and surprise to attract them as well. The message of surrealism advertisement  is designed to convey the meaning, that can satisfy the audiences, and always uses from various tools to attract them and convey the message.
This assumption exist that, all advertisements always tends to impress the mind of audience and their unconscious to obtain a desired goal.The question of this study is, “ How much does surrealism style success in billboard advertisement for satisfy audiences? “ This goal is to make encouragement and motivation in the audience, and for indusing a positive idea with lasting impression about the function of a specific subject.
Since in commercial advertisements the major goal is to attract the audiences by the message that is acceptable for them, therefore surrealism style can be successful by respect to these features.
In addition to these points, the artist would be able to display the hide aspects of the production features for surprising the audiences, and for indusing a lasting effect on their minds to make positive idea in the audiences mind about the production.
This study was focused on the ideas of general audiences in five age groups by using a questionnaire.
In the, questionnaire it was used from the images of commercial advertisements of billbords, with surrealism and realism styles.
In the final part, it was focused on different variables such as age, major, gender and educational leveling of the audiences and legistic regression was used.
According to the results of this study, surrealism advertisments induse the concept goal in the audience’s mind and cause audiences to think, to surprise, to attract, and finally to persuade for buying the production.
In this study, descriptive-analytical method was used and it benefited from library and field study.
In the first part, it was used from descriptive statistics for the audiances that filled the questionnaire.
In the second part, inferential statistics was used. In this part, age is the only variable regard to surrealism and realism commertial advertisements.
As a result, since nowadays most of the people like wonderful advertisements and creativity, therefor this style can make better comunication with current audiences.