Globalization and the Representation of Local and International appearances of Commercial Advertisement in Iranian Popular Magazines

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Askari Seyed Ahmad; KHOSRAVI ALIREZA

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Journal Paper

Paper Information

Journal: (RASANE VA FARHANG) Year:2018 | Volume:8 | Issue:1 (15) Page(s): 153-172

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Information Journal Paper

Title

Globalization and the Representation of Local and International appearances of Commercial Advertisement in Iranian Popular Magazines

Author(s)

Askari Seyed Ahmad | KHOSRAVI ALIREZA | Issue Writer Certificate

Keywords

globalizationQ2

local-GlobalizationQ1

Cultural StudiesQ1

SemioticsQ2

RepresentationQ2

Popular PublicationsQ1

Abstract

Based on Ronald Robertson's global-localization theorem, the current research in the globalization paradigm examines the local and international advertisement appearances of popular Khanevadeh-y-Sabz Magazine. This research, contrary to the economic oriented studies of advertisement, deals with the cultural function of commercial advertising through Cultural Studies approach and analyzes the latent and overt cultural meanings of advertisement. The research uses quantitative content analysis methodology and qualitative methodology of Semiotics to cover the gaps of each method. Quantitative and qualitative studies on the commercial advertisement of Khanevadeh Sabz magazines with the aim of representing local and international notions in advertizing texts show that the signs and codes of local culture and non-local cultures are collaborative and non-unilateral; a new identity that does not fully correspond to native culture, but is a product of ‘ native-global’ culture.

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APA: Copy

Askari, Seyed Ahmad, & KHOSRAVI, ALIREZA. (2018). Globalization and the Representation of Local and International appearances of Commercial Advertisement in Iranian Popular Magazines. (RASANE VA FARHANG), 8(1 (15) ), 153-172. SID. https://sid.ir/paper/372959/en

Vancouver: Copy

Askari Seyed Ahmad, KHOSRAVI ALIREZA. Globalization and the Representation of Local and International appearances of Commercial Advertisement in Iranian Popular Magazines. (RASANE VA FARHANG)[Internet]. 2018;8(1 (15) ):153-172. Available from: https://sid.ir/paper/372959/en

IEEE: Copy

Seyed Ahmad Askari, and ALIREZA KHOSRAVI, “Globalization and the Representation of Local and International appearances of Commercial Advertisement in Iranian Popular Magazines,” (RASANE VA FARHANG), vol. 8, no. 1 (15) , pp. 153–172, 2018, [Online]. Available: https://sid.ir/paper/372959/en

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