فصلنامه مطالعات فرهنگی و ارتباطات

نویسنده

دانشجوی دکتری دانشگاه تهران

چکیده

اﻳﻦ ﻣﻘﺎﻟﻪ ﺑﺎ ﻫﺪف دﺳﺖ   ﻳﺎﺑﻲ و ﺷﻨﺎﺳﺎﻳﻲ ﻧﺸﺎﻧﻪ ﻫﺎ و اﺳﻄﻮر ه ﻫﺎی ﺣﺎﻛﻢ ﺑﺮ ﺗﺒﻠﻴﻐﺎت ﻣﺤﻴﻄﻲ ﺷﻬﺮ ﺗﻬﺮان   و ﻧﻈﺎم ﻧﺸﺎﻧﻪ ﺷﻨﺎﺳﺎﻧﻪ آن اﻧﺠﺎم ﺷﺪ   ه اﺳﺖ  .ﺑﺪﻳﻦ ﻣﻨﻈﻮر ﻧﻤﻮﻧﻪ    ﻫﺎﻳﻲ از ﺑﻴﻠﺒﻮردﻫﺎی ﺳﻄﺢ ﺷﻬﺮ ﺗﻬﺮان ﺑﻪ   ﺑﺮرﺳﻲ ﺷﺪه اﺳﺖ1382ﻋﻨﻮان ﻛﻼن ﺷﻬﺮ اﻳﺮان در ﻓﺎﺻﻠﻪ زﻣﺎﻧﻲ ﺑﻬﺎر و ﺗﺎﺑﺴﺘﺎن ﺑـﻪ  «ﻓﺮدﻳﻨـﺎن دوﺳﻮﺳـﻮر » ﭼﺎرﭼﻮب ﻧﻈﺮی اﻳﻦ ﺗﺤﻘﻴﻖ ﺑﺮﮔﺮﻓﺘﻪ از دﻳﺪﮔﺎه ﻧﺸﺎﻧﻪ ﺷﻨﺎﺳـﺎﻧﻪ   ﻋﻨـﻮان  ﭘﻴﺮاﻣﻮن ﺗﺤﻠﻴﻞ اﺳﻄﻮره   «روﻻن ﺑﺎرت »ﻣﺮﺟﻊ و ﺑﺎ اﺳﺘﻔﺎده از ﻧﻈﺮﻳﺎت  زداﻳﻲ از ﻣﺘـﻮن ﺗﺒﻠﻴﻐـﺎﺗﻲ اﺳـﺖ .در ﺗﺒﻠﻴﻐﺎت اﻳﺮان اﺳﺖ.ﺑﺨﺸﻲ از اﻳﻦ اﺳﻄﻮره   ﻫﺎ ﻣﺨﺘﺺ   «اﺳﻄﻮره ﺳﺎز » ﻳﺎﻓﺘﻪ  ﻫﺎی ﭘﮋوﻫﺶ ﻣﻌﺮف ﻧﻈﺎم   ﻓﺮﻫﻨﮓ و ﺟﺎﻣﻌﻪ اﻳﺮاﻧﻲ و وﻳﮋﮔﻲ ﻫﺎی ﻣﺮﺑـﻮط ﺑـﻪ اﻳـﻦ ﺑﺎﻓـﺖ را دارا اﺳـﺖ و ﺑﺨﺸـﻲ دﻳﮕـﺮ ﻣﺘـﺄﺛﺮ از اﺳﻄﻮرهﻫﺎی ﻓﺮاﻣﻠﻲ و ﻣﻨﻄﻘﻪ ای اﺳﺖ و ﺑﻪ ﮔﻮﻧﻪ ای ﺟﻬﺎن ﺷﻤﻮل ﻣﺤﺴﻮب ﻣﻲ ﺷﻮﻧﺪ.

کلیدواژه‌ها

عنوان مقاله [English]

A Study of Semiotics of Billboard Advertising in Tehran

نویسنده [English]

  • Afsaneh Kamran

phd student university

چکیده [English]

This study aims to recognize the symbols and mythology dominant in civic advertisements in Tehran. In doing so, examples of billboards on display in Tehran, Iran’s mega-city, during the spring and summer of 1382 were analyzed. The theoretical framework for this work was taken from Ferdinand de Saussure semiotic perspective combined with the theories of Rolan Barth on demystification analysis of advertising texts. The findings reveal the domination of a mythopetic system in Iranian advertising. Parts of these myths are particular to Iranian culture and society, carrying its characteristics within the texts, and others are affected by international or super-national regional myths and are more Universalist.    

کلیدواژه‌ها [English]

  • Semiotics
  • metaphor
  • Metonymy
  • Denotation
  • connotation
  • signifier
  • signified
  • syntagmatic axis
  • paradigmatic axis
  • Lang & Parole