تبليغات تجاري و مصرف گرايي: تحليل نشانه شناختي آگهي هاي تجاري تلويزيوني در ايران

Commercials and Consumption: Semiotic Analysis of TV Commercials in Iran

Since the main aim of TV commercials and ads is to trigger the audience consumptive motivation, much of the research on the subject has focused on issues dealing with consumption and its impacts on different aspects of life. Taking this into account, the present article aims to study TV commercials in terms of promoting and advertising consumptionism. The sample of study consists of a number of TV commercials which were analyzed using Bart Semiotic Approach. The findings show that commercials prompt and promote consumptionism among the audience indirectly. Thus, since the Islamic rules urge avoiding materialism, the producers of commercials would better make balance between the Islamic teachings and commercials as a source of income for different TV channels and the need to introduce commercial products and semices to the audience.