Technological progress and Industrializing in cities in recent years have caused devastating effects in natural habitats followed by a gradual decline in biodiversity. So environmentalists and non-governmental organizations have realized the necessity of informing people about negative consequences of environmental damages. WWF is one of the active non-governmental organizations in the context of environments which has brought really great results in solving environmental issues all over the world since 1960. WWF in different countries in order to fulfill their goals and promote a culture of conservation, launched various campaigns and promotional campaigns tailored approaches that are designed and implemented. Global warming, endangered animals and a gradual decline in the forest area of issues that are seriously taken into consideration in the organization's campaigns. In this research the overall characteristics of WWF campaigns and then the affecting factors in design of the campaigns are studied and visual characteristics of these campaigns are extracted. Analyzing the broad advertisements that this organization uses to reach its goals, can be helpful in improving the use of advertisement in the context of environment in Iran. So this study's goal is specifically determining the visual features of environmental campaigns designed by WWF. The research method of this study is qualitative and its target population is all campaigns of WWF organization. Four campaign to be chosen and then 11 samples of them have been analyzed. The data collection tool was precise and structural observation. The samples have been chosen purposefully. It should be noted that this study is part of a broader research that has been done with a multimethode. In fact, the selection criteria in the Qualitative study reported in this paper, have been extracted from quantitative tests conducted on all samples. Finally the visual characteristics of each campaign were compared. Comparison of the effects of campaigns shows similarities and differences in relation to the type of composition, frame, texture, color, form, text, the position of the text and the logo of the organization. The results of sample analysis showed that in two cases of the four campaigns, all works have the same composition and in two campaigns in some of the works have been different. In three campaigns form of works are similar and in one campaign is different. In three campaigns, color combinations of works are the same and in another one is different. In all three printed campaigns similar position of logo and text can be seen in the works of campaigns. In one case of printed campaigns, the type of frame is different and the remaining two were similar. In all campaigns none of the cases have similar texture. In general, in the samples were analyzed, samples that belong to a campaign in most cases have similarity or proximity in the type of frame, form, color and composition and organization's logo and text messages are in the same framework and in a similar position.

Handmade carpet in addition to dimensions of occupation, export, and economic interests, from dimensions of art and culture, has long been a symbol of the rich culture of this land and has special celebrity worldwide. In between the important case that has been ignored is Iranian domestic market, and it seems more reasonable to first stabilize the situation in meeting domestic and get its markets and then, consider export aspects. According to information released by stakeholders of handmade carpet, lack of communication with consumers and their recognition and targeted and creative advertising and marketing is ignored in Iranian handmade carpet and Kashan handmade carpet. The main goal of this research is designing idea of the advertising campaign for introducing Kashan handmade carpet in Iranian domestic markets. So, after achieving a right model for the advertising campaign, this study using interview and documents in terms of obtained model was evaluated and information obtained through these two instruments was described to is answered the main research question (right advertising campaign for Kashan handmade carpet industry has what features). This comprehensive evaluation is with case study strategy and using the qualitative content analysis method. In results of the research was reached to create the main idea and advertising campaign strategy to introduce Kashan handmade carpet, according to market segmentation and unique benefits of this product. In this campaign target market are young people with good income and upper-middle class with female gender and characters that are interested in brand that by handmade carpets for breaking and consumption, by focusing on this fact that you are looking for softest and best price of handmade floor, buy Kashan carpets made of wool, idea for this campaign, is focus on cheap and softest carpets for underfoot that Kashan due to the coarse texture and wool is soft and is very proper due to reasonable price and in this respect it is unique as if costumers are buying the most authentic and best Iranian handmade carpet. In last of this research, is presented recommendations to future researchers in the handmade carpet industry.

Employing an endorser as an effective marketing tool has been in variation in our country. For a while, the use of celebrities in advertising was prohibited, but, in the last few years, one can again see the massive presence of celebrities in corporate advertising. The use of endorsers, as the main focus of advertisement and corporate promotions, is one of the most effective strategies to influence the perception of the audience about an organization. Selecting effective endorsers can have different aspects, and extensive research has been conducted on this topic. Despite the wide range of studies in this field, there is a lack of a comprehensive model in Iran's theoretical literature. Therefore, we have conducted a qualitative study, in which the literature is reviewed, experts in the advertising industry of Iran are interviewed, and the main contributing factors in choosing effective endorsers are proposed. There were fifteen interviews performed. They suggested seven main themes in this regard. The themes included congruence with the ad, congruence with the audience, congruence expertise, attractiveness, familiarity, trustworthiness and likeability. Finally, considering these themes and the relevant theoretical background, a model is proposed for ad effectiveness through selecting appropriate endorsers.

Objective The purpose of this study is to design a model to increase the effectiveness of advertising campaigns for food products, in particular, snacks. Methodology This is mixed-methods and developmental research. Its participants, in the qualitative part, included marketing professors and experts, selected by the purposive sampling technique. In the quantitative part, the statistical population consisted of 374 customers (snack food consumers) of Shahrvand Chain Stores in Tehran. In this research, interviews and questionnaires were used to collect data. Validity and reliability were confirmed. To analyze the data in the qualitative part, Thematic analysis (MAXQDA) and in the quantitative part, structural equations (Smart PLS) were used. Findings The findings led to the identification of five main themes including,Background, organizational, level of engagement, competitive effects and consumer behavior, and 14 sub-themes were identified for the effectiveness model of food-snack advertising campaigns. Also, the results show a significant effect of contextual, organizational variables and level of involvement on consumer behavior and competitive effects. Conclusion It is necessary to pay full attention to the five main contents, fourteen sub-content, related concepts and use them properly with full awareness in order to be success in the food-snacks industry products advertising campaigns effectiveness.

In this paper, statistical modeling of online advertising systems is addressed. The proposed model relies on the highest bidding price estimation in an auction network and the click-through rate estimation of the ad campaign. The estimation problem is faced with serious challenges due to the extremely time-varying and nonlinear behavior of users, the competitive behavior of the ad campaigns, and the variety of strategies incorporated by the demand-side platforms. Accordingly, estimation algorithms based on Kalman filtering may fail to provide reliable solutions in a real-time setting. In this paper, particle filtering is utilized to estimate the probability distribution of the highest bidding price. Advertisers observe the highest bidding price only if they win the auction. Otherwise, they do not have access to the highest bidding price. Thus, a biconditional update rule is proposed for the particles. The weighting scheme modifies the posterior distribution in case of winning or losing the auction. Next, the click-through rate of the ad campaign is introduced based on the Bayesian estimation. Since the user response is extremely variable over time, an adaptation rule is proposed to update the forgetting factor and the level of emphasis on the recent observations. Finally, by estimation of the highest bidding price and the click-through rate distributions, the input-output model of the ad campaign is developed. The input is the bidding signal or the control signal and the output is the total number of winning impressions for the campaign. The results are reported for a campaign with four individual segments and confirm that the proposed statistical approach can provide a reliable model for ad campaigns.

With the development of visual communication in the present age, the analysis and reading of visual texts in order to decipher the meanings and express their meanings is of particular importance. Critical discourse analysis, as one of the approaches that considers both the context of the text and the social context of the text, has made it possible to study discourses in works of art. The purpose of this paper is to introduce visual discourse or visuality as a way to analyze images, and its theoretical framework is dedicated to reviewing the critical visual methodology, which is an integrated model of Rose and Fairclough methodology. In the process of analysis, the Mellat Bank's advertising campaign has been visually criticized in order to elucidate its visual discourse based on the textual components of the images and the fields of its representation. The structure of technology, the configuration of images, and the social effects of visual components are discussed in the sites of the text, discourse action, and social action. The findings of the research indicate that the discourse function of this campaign is to highlight the value of money as national and cultural capital and to promote empathy and patriotism in the audience, during which the Mellat Bank changes its identity from a financial institution to a cultural institution.

Designing or developing an appropriate message strategy is one of the most important factors affecting the effectiveness of advertising campaigns. However, there is no study in the literature to categorize the message content strategy. Accordingly, the current research identifies and categorizes message content strategies, and evaluates them using a sequential mixed methods study. Thus, in the qualitative part of the research, the data obtained from the meta-synthesis literature and interviews with advertising campaign specialists were thematically analyzed. The results of this part put message content strategies into 24 themes, 11 sub-strategies, and 4 main strategies. In the quantitative part of the research, using the survey strategy, the relationship between the product type, level of product involvement, the product position in the life cycle, competition intensity, and the competitive position of the brand with each of the four main message content strategies were investigated. A questionnaire was distributed among the target population for 8 samples of the advertising campaigns selected based on some criteria. Finally, the collected questionnaires were analyzed using multiple linear regression method. The results of this part showed a significant relationship between the variables of product position in the life cycle, competition intensity, and brand competitive position with each of the message content strategies. Also, there is a significant relationship between product type and objective differentiation strategy, credibility strategy, and encouragement strategy. In addition, there is a meaningful relationship between the product involvement level with the objective differentiation strategy and the subjective differentiation strategy. Introduction Designing or developing an appropriate message strategy is one of the most important factors under the control of advertisers that affects the effectiveness of advertising campaigns. However, there is no comprehensive and integrated classification of message content strategy. Previous researchers have presented a handful of typologies on this topic that have weaknesses,for instance, some categories lack some elements described by others, and all the classifications are limited to external studies. Therefore, in the current study, a comprehensive and integrated categorization of the message content strategies has been provided by reviewing the relevant studies and based on the existing categories. Then, we evaluated the strategies by examining their relationship with some of the influencing factors in their selection which have been mentioned in previous studies and theories (including product type, level of product involvement, product position in the life cycle, competition intensity, and competitive position of the brand). Knowing the types of message content strategy, as well as which one is more appropriate according to each of the factors, will be an effective action in guiding the advertising campaign designers toward the conscious and scientific choice of message content strategy. Methodology A sequential mixed-methods design (qualitative-quantitative) was used to achieve the research objective. Thus, in the qualitative part of the research, the data obtained from the Meta-synthesis literature, and interviews with advertising campaign specialists were thematically analyzed. Then, in the quantitative part of the research, using the survey strategy, the relationship between the product type, the level of product involvement, the product position in the life cycle, the competition intensity, and the competitive position of the brand with each of the four main message content strategies, were investigated. For this purpose, a questionnaire was designed based on the mentioned variables for eight examples of advertising campaigns, which were selected based on the considered criteria and distributed among the target population. Finally, using SPSS software, the collected questionnaires were analyzed by the multiple linear regression method. Findings The results of the qualitative part put message content strategies into 24 themes, 11 sub-strategies, and four main strategies (objective differentiation strategy, subjective differentiation strategy, credibility strategy, and encouragement strategy). The results of the quantitative part showed,that there is a significant relationship between the variables of product position in the life cycle, competition intensity, and brand competitive position with each of the message content strategies. Also, there was a significant relationship between product type and objective differentiation strategy, credibility strategy, and encouragement strategy. In addition, there was a meaningful relationship between product involvement level with the objective differentiation strategy and the subjective differentiation strategy. Conclusions From the findings of the qualitative phase of the research (meta-synthesis and thematic analysis of interview data), an integrated classification of the message content strategy was provided based on 24 concepts, four of which were obtained from interview data that were not mentioned in the literature. Then, we presented two matrixes based on the survey results and the theoretical basis of the research. One of the matrices is obtained from the combination of the two components: product involvement level (high-low) and product type (durable-nondurable), and the other one is drawn from the composition of competition intensity (high-low) and the brand competitive position (high-low). Each introduced matrix contains four quadrants, and we suggest the appropriate message strategy for them. According to the findings of this research, we suggest future researchers analyze the content of a large sample of advertising campaigns by using the categories presented regarding the message content strategy in the current study, whose codes and operational definitions are known. Future researchers are also encouraged to use other methods, such as the Delphi technique or focus group interview, along with the meta-synthesis method, to identify message content strategies. Moreover, they can compare the effectiveness of the suggested message content strategies according to the provided matrices through experimental designs. Examining the relationship of other variables such as the audience culture or their demographic characteristics, the type of communication media with the choice of each of the message content strategies, is another future research proposal. By referring to the findings of this investigation, advertising campaign designers can choose the message content strategy more easily, quickly, and scientifically. Marketing and advertising teachers can use the results of this study in the classrooms to teach students about message content strategies in a more convenient, classified, and coherent way. The following could be considered as some contributions of the present study to the field: 1) providing an integrated classification of message content strategies using a qualitative method, 2) empirical examination of the relationship between the influencing variables with each of the message content strategies through the analysis of a sample of advertising campaigns, and 3) providing matrixes for selecting message content strategies.

These days, elections become a professional field for tough competitions between candidates. In this situation, much money and high level of social capital are not guarantees for winning elections, but rather focusing on scientific updated consequences about electioneering is the key to win. However a useful framework for campaigning can have a great effectiveness on voters with minimum error. In this research we tried to design a model for campaign management in two separate phases: first the leading dimensions of campaign management were identified with documentary studies and focus groups, then the main model was extracted by the ISM modelling technique. The consequences show that the most effective part in the campaign management process is recognizing people’, s needs. The next part is recognizing the competitors and also the competition field which the election course would be based on it. In the following, the election course will affect the political advertising management, managing different groups of voters’,behavior and also the campaign organizational structure. These parts and their interdependence can play a prominent role in the formal period of election advertising in different political systems.

   Due to the importance of advertising in the contemporary world and the fiercely competitive market that has made brands struggle to outdo each other in attracting the attention of the audience to their products and services, also putting the audience in a position to face new visual experiences and, as a result, making them surprised when facing all kinds of advertisements is one of the important concerns of advertising team designers, it has always been necessary for designers to choose appropriate solutions in creative ways. Research in the field of advertising and finding advertising solutions also considering the interdisciplinary nature of advertising, identifying the hidden aspects of some approaches, and using them for studying in this field is necessary and the results are useful for designers. One of the approaches that can be used to investigate advertisements is narratology. The current research was conducted to identify the hidden aspects of this approach for advertising analysis and, as a result, extract advertising solutions through the study of one of the types of narrative. Narratology originally started with Propp's research. According to him, the basis of every narrative is the change from one state to another, which is called an event (Abbasi, 2013: 57). Greimas also considers actors and action to play a fundamental role in the process of generating meaning. According to him, the actor is "someone or something that performs an action or the action happens to him", thus the act of narration is revealed in the action pattern of the actors (ibid.: 69).What has been conveyed is the basis of the definition of narrative in the Paris school of narratology from the point of view of Propp and Greimas, who consider the change in the process from the beginning to the end of the narrative and the action of the actors to be the principle. However, the narrative does not always have a linear process and is not accompanied by action. accordingly, in this research, we intend to deal with a type of narrative in advertising that does not follow the linear structure of classical narrative and change is not the basis of meaning production. Rather, the passion system replaces the action system, and meaning emerges after sense and perception (Greimas, 2018: 30). As a result of these two types of narratives, there are two types of classical and modern aesthetics in the narratives. In classical aesthetics, beauty is definite and time is eternal, perfection-oriented, and complete. In this type of aesthetics, beautiful is absolute and its audience is passive. But modern aesthetics are mixed with presence. Attending means facing a passion instead of being an actant. Presence is not something that can be acquired. Rather, it is formed in time (Greimas, 2018: 36). "Each presence is the creation of a moment that ceases to exist as soon as it is formed because every present immediately joins the past and leaves the aspect of being a flash to the time before it." In fact, these now shape the presence of a modern subject and create a new beauty system that can be called a poetics of infra-thinness. Therefore, in the current research, we will study the types of infra-thinness in narrative according to its characteristics, and to achieve the goals of the research, we will seek to answer the main question - How can the infra-thinness in narrative be observed in advertising discourses? - to the sub-questions. We answer below: 1. How is infra-thinness defined in the narrative? And how many types can it be divided into? 2. Are all types of infra-thinness observable in advertisements? 3. Is it possible to introduce various types of infra-thinness as advertising solutions and tricks?This research is fundamental in terms of its purpose and has been carried out in the descriptive method of content analysis. It is also qualitative in terms of data analysis. The method of data collection was purposeful and according to the types of infra-thinness in narrative and its characteristics, they have been selected from foreign advertisements. The reason for using external samples is easier access to categorized examples on websites such as Ads of The Word and similar sites. In fact, by searching and viewing the archives of the sites, examples of all kinds of infra-thinness in the narrative have been found in the examples of foreign brand advertisements. In this research, explanations were given first about narratology and its types, and then concerning infra-thinness. and then, according to the types of infra-thinness, its examples in advertisements were examined to evaluate the types of infra-thinness for introduction as an advertising strategy.The result of this research shows that there are five types of infra-thinness in a narrative, which are infra-thinness in process, enlargement of small elements, fragmentation of elements, metaphoric infra-thinness and Lepsos or Formal error can be divided. By explaining the types of infra-thinness in narration, we found that infra-thinness can be used in visual texts in addition to verbal texts. If we consider advertising design as a kind of visual narrative, then the modern narrative and, as a result, the infra-thinness in the modern aesthetic system can also happen in it and become a kind of advertising strategy to persuade the audience; As in the examined samples, these strategies were used well. When we pay attention to the infra-thinness features of the narrative process, we find that these features share common features with creative and effective advertising.In a good advertising plan, the speed of the event and the surprise of the subject are important, which is symmetrical with the features of the first type of infra-thinness (process). Also, the loss of cognitive and reasoning function in relation to a narrative that is explained by uncountable time and zero place is a feature that can be observed in the infra-thinness of advertising narratives; Because the audience does not find an answer with logical reasoning in front of this time that has become zero, which is significant in natural conditions and is accompanied by displacement during the process. As a result, the audience is disarmed and loses its power and management in front of the events that happen in the advertisements and surrenders. According to this, the goals of advertising designers to control the mind of the audience are achieved by using this type of visual narration.In relation to the second type of infra-thinness (enlargement of small elements), this type of narrative in advertising is one of the tricks of creative advertising; Because sometimes to advertise a product or service, it is necessary to magnify the elements that are not visible to the audience under normal conditions to activate the sensible–perceptive presence of the audience in the advertisement. According to the examination of samples of advertisements in which the second type of infra-thinness be seen, it can be concluded that the use of this solution is very helpful, especially when it is necessary to warn the audience of threats with multiple powers. Also, the third type of infra-thinness (fragmentation of elements) in advertising, can have an effective presence in cooperative advertising. In some examples, the fragmentation of advertising narratives sometimes leads to the fragmentation of the advertising media, and to realize the message of the advertisement, the audience is used to participate and remove the fragments. In addition, it can be understood that this solution has good capabilities for showing different parts of different narratives in one medium; Because some media, especially print media, are facing limitations for narration.In the fourth type of infra-thinness that uses metaphorical forms, with the help of extratextual references, the audience's understanding of the advertising message takes a shorter time, and metaphor also helps to make messages that carry abstract concepts more concrete. This solution is very suitable for displaying numerical information in advertisements. Finally, the use of lapsus or rhetorical errors in advertising first confronts the audience with a cognitive error and then gives the audience a deeper understanding of the message of the advertisement. Also, Lapsus can be used as a solution for advertisements in which replacing, substituting, and removing image forms as an advertisement message is intended by designers. In general, we can conclude that all kinds of infra-thinness in advertising narratives can be a kind of advertising strategy and trick. In addition, infra-thinness is a way to achieve new meanings by paying attention to details rather than portraying generalities.