نوع مقاله: مقاله پژوهشی
نویسندگان
1 مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، قم، ایران
2 دانشگاه امام صادق دانشکده فرهنگ و ارتباطات
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Currently, televised advertisements are widespread and effective in production. Considering the Supreme Leader’s concern and emphasis on supporting high quality Iranian-made products and knowing that any high-quality product requires public announcement and advertisements, this research explores the social pathology of commercial ads in Islamic Republic of Iran Broadcasting (IRIB), as an impactful organization on public mentality of Iranian brands. The aims of this study make it a developmental-applicational study. Information is collected descriptively. The population to study is 17 members of press personnel and advertisement professionals in IRIB such as ad producing companies and commercial companies. The population is chosen by snow-ball method and the required data was collected by interviewing. The method of analysis of interview is thematic analysis. We try to draw the model for social pathology of IRIB advertisements on development of Iranian brands. So the final model obtained is SWOT model. Findings of this study show the weaknesses of the function of IRIB are Poor announcements on supportive plans, lack of cooperation among IRIB and other organizations, the presence of misleading information in IRIB ads, tough policies in IRIB regarding the presence of other medium, high cost of ads through IRIB, innate weakness of IRIB advertising brand-new Iranian businesses, lack of content-production as advertising context. Also Threats are lack of societal culture, the adverse impact of weak advertisement on IRIB reputation, incomplete execution of IRIB’s policies, the adverse impact of the sell-oriented perspective of the ad owners on IRIB reputation, Abusive exploitation of Iranian commodity thinking.
کلیدواژهها [English]
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