Evaluation of influencing factors on durability and eternity of an architectural work and presented definitions of immortal work is essential because today, after two artistic periods of modernism and post modernism and their attempt to establish a modern artistic eternal and genuine heritage, the art life has become less than the past. As we are experiencing the formation of identity-less artistic works with no place among architects and people. This issue causes an art such as architecture to be forgotten as well as the loss of the assets of the country. In fact such architecture would become a consumable stuff with an expired date. The purpose of this research is to comprehend the definition of an eternity of a work and it’s forming factors. The research tries to answer the following questions:How far does eternity originate from physical attributions or culture factors of a work? How much does elite’s taste help eternity and what could be the role of PUBLIC culture in this approach?In this paper with a qualitative, intuitive, and phenomenological approach the definitions of an eternal work is reviewed from three points of view including eliteorientated, PUBLIC orientated, and a pervasive approach. Finally architectural works within these points of views are studied. The outcome of the research suggests that neither of elite-orientated definition nor PUBLIC-orientated one can cause the eternity of work or help to its durability. However, it shows that the requirements of the eternity of a work is to simultaneously consider all human dimensions presented in the architectural field including the human being, artist, community, history, nature, creator, society in relationship with two other dimensions of the nature and God that are close to unity and can create eternal work. The five principles of Iranian traditional architecture presented by Pirnia are the eternity source because they are both seen in the nature and God's deed properties. These qualifications are more intellectual rather than native and as a result Iran traditional architecture forms manifestation of eternal architecture.

The fifth century (A.H.) was the period of the various cultural contacts in the Islamic countries. Hence, the Arabic language and literature was greatly used by different Muslim scientists. Arabic has always been under the direct influence of the miraculous form of the Qur'anic verses, along with the supreme concepts of the Islamic terms and notions. In this way, Arabic played a very significant part in the ideas and works of the other scholars and poets. One may find many Qur'anic terms and Islamic concepts in the literary works of this period. Naser Khosrow was one of the great figures of this trend. Therefore, in this research, it has been tried to present two concepts of "LIKING" and "disLIKING" in the poetical works of this massive literary figure.

In this study, a neuromarketing project was conducted via EEG signal processing in which the individuals’ interest for buying a relatively luxurious decorative product (which has a relative advantage in exports based on commonly evaluated criteria and indicators in economic) was evaluated. EEG signals of 24 participants during observing and selecting gemstone images were recorded and processed in order to analyze statistical significance of brain activity variations involved in the emotional (LIKING) and the decision making (choosing) processes. The recorded signals during the stimulation and selection phases were pre-processed in several steps to remove the existing noises and artifacts. Then, the 19-channel EEGs were processed via multiple tools to indicate active brain regions while watching gemstones. Brain mapping and regional analysis indicated that the occipital>frontal>limbic regions were more activated than other regions. Moreover, the left hemisphere has been more active than the right hemisphere. At the next step, nonlinear entropy feature of each signal segment was extracted to be used for training a neurofuzzy system which is an automatic classifier that learns to classify the individuals’ choices. The classification has resulted in 86. 25% precision and 87. 4% accuracy in a three-class classification task (including two pleasant selections and one unpleasant selection). At the final step, using a questionnaire filled by participants following the recording session, a number of statistical analyses were performed over the self-conscious and unconscious by means of statistical tools including t-test, analysis of variance and regression. The results of statistical tests indicated that there are significant differences for the cognition of LIKING or preferring among different choices and based on the selections made by women and men. Furthermore, the lack of existence of a significant difference between conscious and unconscious choices were rejected.