Document Type : Original Article

Authors

1 Assistant prof. in Business Administration-Marketing, Allameh Tabataba'i Uni.

2 Business Administration

Abstract

Given that Iranian society is a religious community, adherence to the national and religious culture and the values derived from this culture in television advertising is indispensable, but nowadays, ads produced in the country do not fit into the cultural and social issues of the country, many of the produced ads are the only copy of the world's most famous and best-selling ads. So, the purpose of this study is to answer two questions: What are the ethical codes in TV advertising in Iran? And then, how are these ethical codes prioritized for industry professionals and consumers? The research method is applied in terms of purpose, and for collecting data, descriptive survey. The statistical population of this research is in one group, experts in the industry of advertising, and in other group, the students of Faculty of Management University of Tehran. Sample sizes are 30 and 384 in the experts and the students’ groups respectively. The results show that the ethical code of "honesty and truth" is of the highest importance from the point of view of both students and experts. And finally, identified codes are categorized in 9 main branches.
 

Keywords

Hedayati, S. E. (2009). Representation of cultural values in Iranian TV commercial advertisements.  (M. A. Thesis). Tehran: Allameh Tabtabaei University, faculty of Social Science, Social Communication department.
Abbasi Moghadam. M. (2011). A comparative study of the communicating and propagating methods of Quranic characters with the modern global propaganda methods. Journal of Quran and hadith studies, 5 (9).
Boroujerdi Alavi, M. & Hadad, N. (2012). Ethical values represented by TV advertisement of the Islamic republic of Iran broadcasting for selling food to children and young adults. Journal of Culture – Communication Studies, 13 (17).
Dehaghan Tarzajani, M. (2006). Advertisement as a neglected industry. Journal of Our Media, Expectations of the Association of Iranian Advertising Companies.
Elmi, M. (2008). Ethics in business; ethical guidance for a successful business. Tehran: business publication company.
Fahimifar, A. (2011). Commercial advertising in Iran; a study on Commercial advertising with cultural and ethical values. Tehran: National Conference on Cultural Industries and its Role in Sustainable growth.
Fahmideh, M. (2011). No adverting without professional ethics. Proceedings of the 4th Iranian advertising Congress. Tehran: Ministry of Culture and Islamic Guidance Pub.
Ghane, A. A. (2013). Jurisprudential and ethical pathology of commercial advertising. Journal of Culture – Communication Studies, 14 (21).
Habibzadeh, S. Sh. (2013). Ethics in radio advertising. Journal of Islamic republic of Iran Radio, 9 (52).
Khalilnejad, Sh. (2013). Ethical issues in advertising dealt with children. Journal of Business Advertising, 3 (6).
Mastani, H. R. (2013). Pathology of health promotion from the experts’ point of view. (M. A. Thesis). TV commercial and marketing, Tehran: IRIB University.
Mohammadian. M. (2003). Advertising management. Tehran: Horoufiyeh Pub.
Mohammadzadeh, M. J. (2011). Advertising is a dual scissor that can make a culture survive or down. Proceedings of the 4th Iranian advertising Congress. Tehran: Ministry of Culture and Islamic Guidance Pub.
Mostafa Motghami, F. (2010). An introduction to business and advertisement ethics in electronic commerce with regard to support consumers’ rights. Journal of Commercial Surveys, 40.
Pourghafari Lahiji, A. (2004). Iranian advertising under surveillance camera. Electronic journal of Iranian Institute of Information Science and Technology (IranDoc), 1 (4).
Regulation of the IRIB. Retrieved from: http://www.ad.gov.ir/cn/print.php/staticPages/22
Sajedi, A. & Nemati, A. (2012). Commercial advertisement based on professional ethics. Journal of Research Quarterly in Islamic Ethics, 5 (15).
Salehnia, M. & Salehnia, N. (2014). Advertising from the capitalism and Islamic ethics perspective; the necessity of changing in current pattern in Iranian advertisement. Tehran: Third Conference on the Iranian-Islamic pattern of Progress.
Seyedi, A. & Khodadadian, Z. (2014). The relationship between ethical advertising and consumers’ behavior. Journal of Ethics in Science and Technology, 9 (4).
Shahmaksouri, B. (2011). The necessity of making professional ethics order in commercial advertising. Proceedings of the 4th Iranian advertising Congress. Tehran: Ministry of Culture and Islamic Guidance Pub.
Soltani, M. (2005). Commercial advertisement ethics. Tehran: Islamic Research Center of IRIB.
Yahyaei Ilei, A. (2009). Advertisement sociology. Tehran: Jajarmi Pub.
Yahyaei Ilei, A. (2009). Professional public relation. Tehran: Jajarmi Pub.