APPLYING ROLAN BARTHES’S APPROACH TO IRANIAN TV COMMERCIAL ADVERTISING: A SEMIOLOGIC ANALYSIS OF REPRESENTING THE IRANO-ISLAMIC DISCOURSE

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

ABDOLLAHIYAN H.; HASANI H.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: QUARTERLY JOURNAL OF SOCIAL SCIENCES Year:2010 | Volume:- | Issue:47 Page(s): 125-159

Download Full-Text

Persian Verion

View:

1,837

Download:

Cites:

Information Journal Paper

Title

APPLYING ROLAN BARTHES’S APPROACH TO IRANIAN TV COMMERCIAL ADVERTISING: A SEMIOLOGIC ANALYSIS OF REPRESENTING THE IRANO-ISLAMIC DISCOURSE

Author(s)

ABDOLLAHIYAN H. | HASANI H. | Issue Writer Certificate

Keywords

IRANIAN MEDIAQ2

TV ADVERTISEMENTSQ2

IRANO-ISLAMIC DISCOURSEQ2

Abstract

The objective of this paper is to offer a study on the mechanism of representing Irano-Islamic discoursive elements in the Iranian TV commercial advertising. The problem dealt with in this paper pertains to the Iranian constitutional law that urges the national media to contribute to the development of Irano-Islamic cultural codes. We treat the commercial advertisements as cultural texts and then we study and analyze them based on Rolan Barthes’s semilogic approach. The primary findings of our analysis indicated that although these advertisements used religious and cultural symbols in their content in order to advertise commodities, they in fact used these symbols as an instrument to instigate the buying motif of their audience and did not contribute to development of religious teachings. The advertisements also used national symbols to construct motivating advertisements but these they were only used as slogans and clishe and not as a tools to improve national identity. Generally speaking, Iranian TV ADVERTISEMENTS have not been successful in representing IRANO-ISLAMIC DISCOURSE and have not reached the targeted objectives made clear in constitution.

Cites

References

Cite

APA: Copy

ABDOLLAHIYAN, H., & HASANI, H.. (2010). APPLYING ROLAN BARTHES’S APPROACH TO IRANIAN TV COMMERCIAL ADVERTISING: A SEMIOLOGIC ANALYSIS OF REPRESENTING THE IRANO-ISLAMIC DISCOURSE. QUARTERLY JOURNAL OF SOCIAL SCIENCES, -(47), 125-159. SID. https://sid.ir/paper/93250/en

Vancouver: Copy

ABDOLLAHIYAN H., HASANI H.. APPLYING ROLAN BARTHES’S APPROACH TO IRANIAN TV COMMERCIAL ADVERTISING: A SEMIOLOGIC ANALYSIS OF REPRESENTING THE IRANO-ISLAMIC DISCOURSE. QUARTERLY JOURNAL OF SOCIAL SCIENCES[Internet]. 2010;-(47):125-159. Available from: https://sid.ir/paper/93250/en

IEEE: Copy

H. ABDOLLAHIYAN, and H. HASANI, “APPLYING ROLAN BARTHES’S APPROACH TO IRANIAN TV COMMERCIAL ADVERTISING: A SEMIOLOGIC ANALYSIS OF REPRESENTING THE IRANO-ISLAMIC DISCOURSE,” QUARTERLY JOURNAL OF SOCIAL SCIENCES, vol. -, no. 47, pp. 125–159, 2010, [Online]. Available: https://sid.ir/paper/93250/en

Related Journal Papers