Document Type : Original Article
Authors
YASOJ UNIVERSITY
Abstract
The aim of this study is investigating semiotics ofadvertising on Persian-language satellite and TV internalAccording to Roland Barthes point of view. This study was performed with a qualitative approach and the samples werethird network TV ads and Gem TV - Persian-language satelliteof channels - in the first two months of the summer of ninety-four. Of both the networks، two homogeneous ads targeted andnon-random sampling method were selected to analyze thesemiotics. From the third network collected 112 commercial andfrom Gem network 48 commercial and were classified in eightcategories. Results showed that advertising on both the cultural context in accordance with the View of Barrett's messages weredistorted. That has enormous implications and uses symptomswere trying to distort reality to myth-making. The results alsoshowed that، Advertising satellite network not only ignore moral and cultural norms in the country the audience But also next towith advertising، Tried to distort its culture and change، Create a new style in the life Iranian people and Replacement was for Iranian religious and national myths. Internal advertising alsocomply with certain ethical standards and according to thecultural contexts in society، Still the ads served to the capitalist system and its fundamental purpose is to promote and myth-making. Therefore advertising don’t have the role of awareness. So that in the satellite network service ethicist the profitabilityand distorted culture of society.
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