Communication Research

Commercials and Consumption: Semiotic Analysis of TV Commercials in Iran

Document Type : Original Article

Authors

Hamid Abdollahiyan 1
Hossein Hasani 2

1 Associate prof. in communication of Tehran Uni

2 Communication

https://doi.org/10.22082/cr.2010.23728
Abstract
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 services to the audience.

Keywords

Commercials
Ads
TV
Consumption
Consumptionism
Semiotics

 

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  • Receive Date 09 December 2009
  • Revise Date 10 March 2010
  • Accept Date 02 June 2010

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