Author

• Afsaneh Kamran

phd student university

Abstract

This study aims to recognize the symbols and mythology dominant in civic advertisements in Tehran. In doing so, examples of billboards on display in Tehran, Iran’s mega-city, during the spring and summer of 1382 were analyzed. The theoretical framework for this work was taken from Ferdinand de Saussure semiotic perspective combined with the theories of Rolan Barth on demystification analysis of advertising texts. The findings reveal the domination of a mythopetic system in Iranian advertising. Parts of these myths are particular to Iranian culture and society, carrying its characteristics within the texts, and others are affected by international or super-national regional myths and are more Universalist.    

Keywords

• semiotics
• metaphor
• metonymy
• denotation
• connotation
• signifier
• signified
• syntagmatic axis
• paradigmatic axis
• Lang & Parole