كليدواژه :
اقناع , تبليغات , تبليغات خدمت عمومي , افكار عمومي
چكيده لاتين :
The present article deals with surveying propaganda methods and patterns which influence public thought. After introducing various forms of propaganda, the article concentrates on general services, which is a rather new issue in the realm of communication studies. The type of announcement, which is a social service, utilizes announcement to solve social problems. The philosophy behind general service propaganda is promoting individualsʹ lifestyle quality through dominating conception spirit and logical thought based on cognition.
Basically, the country official bodies which are responsible for meeting the requirements and services are the source of general service messaged.
Whereas every advertisement and/or propaganda aims at changing individualsʹ vision in compliance, at first, deals with the concept of vision, aspects and the essence of the change, then examines the concepts behind «public thought» and «campaign». Next, the two theories-contentment and cognitive disharmony- which form the theoretical framework of the article are analyzed from different viewpoints in relation with the topic of the article.
Finally, with respect to the conceptual and theoretical frameworks raised m the article, some techniques are recommended for further impression of propaganda on general services, and the article concludes with introducing the stages for designing an audience- oriented message.
