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Paper Information

Journal:   CULTURAL STUDIES & COMMUNICATION   SUMMER 2016 , Volume 12 , Number 43 ; Page(s) 155 To 176.
 
Paper: 

THE SEMIOTICS OF ADVERTISING IN THE SATELLITE AND INTERNAL TV CHANNELS (WITH EMPHASIS ON BARRETT'S MYTHOLOGY VIEWS

 
 
Author(s):  MOKHTARI M., EBTEKARI M.H.
 
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Abstract: 

The aim of this study is investigating semiotics of advertising on Persian-language satellite and TV internal According to Roland Barthes point of view. This study was performed with a qualitative approach and the samples were third network TV ads and Gem TV - Persian-language satellite of channels - in the first two months of the summer of ninety-four. Of both the networks, two homogeneous ads targeted and non-random sampling method were selected to analyze the semiotics. From the third network collected 112 commercial and from Gem network 48 commercial and were classified in eight categories. Results showed that advertising on both the cultural context in accordance with the View of Barrett's messages were distorted. That has enormous implications and uses symptoms were trying to distort reality to myth-making. The results also showed that, Advertising satellite network not only ignore moral and cultural norms in the country the audience But also next to with 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 also comply with certain ethical standards and according to the cultural 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 profitability and distorted culture of society.

 
Keyword(s): BART, SEMIOTICS, MYTH, MAKING, ADVERTISING, TELEVISION NETWORKS, SATELLITE
 
 
References: 
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Citations: 
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APA: Copy

MOKHTARI, M., & EBTEKARI, M. (2016). THE SEMIOTICS OF ADVERTISING IN THE SATELLITE AND INTERNAL TV CHANNELS (WITH EMPHASIS ON BARRETT'S MYTHOLOGY VIEWS. CULTURAL STUDIES & COMMUNICATION, 12(43 ), 155-176. https://www.sid.ir/en/journal/ViewPaper.aspx?id=570851



Vancouver: Copy

MOKHTARI M., EBTEKARI M.H.. THE SEMIOTICS OF ADVERTISING IN THE SATELLITE AND INTERNAL TV CHANNELS (WITH EMPHASIS ON BARRETT'S MYTHOLOGY VIEWS. CULTURAL STUDIES & COMMUNICATION. 2016 [cited 2021July25];12(43 ):155-176. Available from: https://www.sid.ir/en/journal/ViewPaper.aspx?id=570851



IEEE: Copy

MOKHTARI, M., EBTEKARI, M., 2016. THE SEMIOTICS OF ADVERTISING IN THE SATELLITE AND INTERNAL TV CHANNELS (WITH EMPHASIS ON BARRETT'S MYTHOLOGY VIEWS. CULTURAL STUDIES & COMMUNICATION, [online] 12(43 ), pp.155-176. Available: https://www.sid.ir/en/journal/ViewPaper.aspx?id=570851.



 
 
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