نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه جامعهشناسی، دانشکدۀ علوم اجتماعی، دانشگاه رازی، کرمانشاه
2 کارشناس ارشد هنر، پژوهشکدۀ توسعۀ کالبدی، سازمان جهاد دانشگاهی، کرمانشاه
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
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 Adman are the three main roles that in this study, the presence of Adman role in advertising analyzed practically. In addition to analyzing the case study of the research, we also intend to pursue the types of Adman''s presence and its classification as a sub-objective.
کلیدواژهها [English]
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