The purpose of this study was designing the consumers’ responses model of sport service to the affective Advertisements. Method research was descriptive - correlational. The statistical population consisted of all the of students University of Tehran. For sampling, we selected 440 students based on stratified random sampling. For gathering data, three main questionnaires utilized: Aad questionnaire (Wells and et al., 1971), Arousal and Pleasure questionnaire (Mehrabian & Russell, 1988) and FI questionnaire (Machleit & Wilson, 1988). The validity of questionnaires determined by experts and the reliability were (a=0.96) for Aad questionnaire, (a=0.90) for Arousal questionnaire, (a=0.93) for Pleasure questionnaire and (a=0.93) for FI questionnaire. The SEM utilized for analyzing data. In examining relationships between variables, the output of the software EQS 6.1 was representing the structural model fit. (The index rate were NFI=0.93, CFI=0.95 & RMSEA=0.068). It has been shown the appropriate SEM. In other words, the Observed data were similar to study design. The results indicated Aad (b=0.46) and pleasure (b=0.27) on consumer’s FI had the positive direct effect. The arousal (y=0.51) on consumer’s FI had the strong indirect effect as well. According to our results, for creating the positive purchase behaviors among the sport service consumers, the understanding arousal, pleasure and Aad are essential by marketers and managers.

Misleading advertisements in the stock market always have a wide impact on stock prices and customers' decisions. For this reason, the securities market law and the advertising instructions of brokerage companies and some other laws and regulations have addressed this issue. In this research, in addition to explaining the exact concept of misleading advertisements in the Iranian securities market and determining its examples, we intend to deal with the effects of misleading advertisements in the securities market. Stock brokers, as a financial institution of the capital market, always use advertising tools. Therefore, the explanation of the regulations governing the advertising of brokerage companies in the securities market, in addition to explaining the essence of the concept of misleading advertising, leads to the determination of examples and demarcation between correct and misleading advertisements. Therefore, the legal study and analysis of misleading advertisements by brokerage companies, according to the legal principles and jurisprudence foundations and existing laws, leads to the inference of the legal situation and the effects of this issue. Civil liability, criminal liability and disciplinary liability, as the case may be, are among the effects and results of this action. If the elements of the three responsibilities are met, the brokerage companies are responsible for all three types of responsibilities, and otherwise they are responsible for one or two of the mentioned responsibilities. The method of this research is theoretical and based on library studies.

The purpose of this search is to study the lifestyles of men in advertisements of family journals. Thus, using Giddens's theory of life style and semiotic method, Bart seeks to answer the following question: Advertising is the story of contemporary family journals of lifestyle based on male gender stereotypes? In this regard, individual identity, social identity, anesthetization of everyday life, commodity fetishism and body management as theoretical components of lifestyle in family journals are the field of research of family journals. The research findings based on the statistical sample of four journals: Sib-e-Sabz, Zendegi-e-Ideal, Zendegi-e-Irani and Zendegi-e-Mosbat, suggest that adverts of new life styles represent consumption-based masculinity. Men are more likely to be in shopping and leisure mode, they are consuming cosmetics, and are trying to get closer to the roles that were previously in the women's lifestyle. Meanwhile, the modern concept of masculinity is interwoven with the male body.

One of the most important missions of mass media is enlightening public opinion and enhancing their knowledge in various fields of life.Commercial advertisement is one of the fields of mass media.The planners of mass media must observe the jurisprudential laws and ethical advices in this field and the benefit of the people in general and not to just focus on their financial benefit or the producers' or the merchants' In this article we would like to introduce some of the damages in this ground.Some of them are: deceiving the consumer, encouraging them to consume more, abusing the beauty of women for advertisement, denying the other goods or other merchandise, assuring the people (consumers) about the quality of commodity meanwhile the quality is not very high, and in brief, trying to benefit the owner of goods and not the benefit of people and consumers in general.

Background: Media advertisements displaying aggression and violence in public transit spaces represent a public health concern. The high visibility of ads likely contributes to increased levels of aggression among New York City (NYC) youths traveling across boroughs. Given the importance of the physical, psychological and social environment in shaping the lives of youth, additional attention is warranted regarding how media advertisements are promoted within public transit spaces across America. The aim of this study was to document quantity and placement of advertisements illustrating aggressive and violent content throughout the NYC public transit subway system. Methods: This cross-sectional study was conducted over a five-day period in June 2017. Direct observation was used to document all advertisements within every NYC Metropolitan Transit Authority (MTA) subway station (N = 472) in four NYC boroughs: Bronx, Brooklyn, Manhattan and Queens. Static media advertisements with/without aggressive and violent content displayed on subway platform wall panels above and underground were counted, photographed and described with a mobile app. Results: Aggressive and violent ads in the MTA were pervasive. Subway platforms displayed advertising consisting of guns, individuals fighting and attacking, and words with aggressive language. Conclusion: Public transit spaces provide unregulated visual and verbal messages without citizen participation. Subway stations in NYC and across the country prohibition stance could be a model for violent content reduction. Given the pervasive and tragic effects of aggression and violence on youth and adults, transit agencies could inundate passengers with positive advertising content. Dialogue between citizens and transit agencies to remove noxious messages from public transit spaces warrants the same discussion given to banning alcohol advertisements.

This paper is a research semio-semantic representation of Iran's tourism destinations and is an attempt to decipher how advertising methods challenge their competitors using semiotic analysis. For this purpose, five Iranian tourism advertising videos were examined based on the principles of semio-semantics. The main purpose of this paper was to answer a single question: How are tourism destinations displayed in Iran? The analysis showed that tourism promotional videos focus on a kind of Orientalism itself. This focus is somewhat indicative of the institutional perspective that has permeated Iranian tourism advertising materials. This view paints a picture of Iran, as an Eastern Muslim country, and is inconsistent with the tourism strategies of the coming decades. This type of advertising creates problems in several areas when trying to promote the country. Based on the analysis provided, suggestions for future advertising trends are provided.

Today, dealers, institutions and service providers need to attract customers to their product with effective advertisements. The commercials then play an important role for selling and effectively attracting customers. The language tools help to encourage customers to purchase goods. Jakobson-linguist and founder of the Prague school-enumerated six roles for language, one of which is the conative role. According to this view, it is possible to distinguish three types of conative roles: encouraging, descriptive and threatening. In the present study, 100 cases of frequently encountered commercials were reviewed. The findings of the study indicated that the encouraging conative role (47%) was used more frequently than descriptive conative (46%) and threatening conative (7%) roles