فصلنامه مطالعات فرهنگی و ارتباطات

نویسندگان

1 دانشگاه تهران

2 دانشجوی دکتری دانشگاه تهران

چکیده

ﻴﺎﻣﻬﺎی ﺑﺎزرﮔﺎﻧﻲ از ﺟﻤﻠﻪ ﺑﺨﺸﻬﺎی ﻣﻬﻢ در رﺳﺎﻧﻪ   ﻫـﺎ-   دﻳـﺪاری  ﺷـﻨﻴﺪاری و ﻣﻜﺘـﻮب ، اﺳـﺖ ﻛـﻪﻛﺎرﻛﺮدﻫﺎی ﭼﻨﺪﮔﺎﻧﻪ   ای را اﻳﻔﺎ ﻣﻲ  ﻛﻨﺪ؛ اﻳﻦ ﭘﻴﺎﻣﻬﺎ   از ﻳﻚ  ﺳـﻮ ﺑـﻪ ﻣﻌﺮﻓـﻲ ﻣﺤـﺼﻮﻻت و ﻛﺎﻻﻫـﺎی ﻣﻮرد ﻧﻴﺎز ﭘﺮداﺧﺘﻪ و از ﺳﻮی دﻳﮕﺮ ﺟﻨﺒﺔ ﮔﺴﺘﺮش ﻣﺼﺮف و ﻣﺼﺮف   ﮔﺮاﻳﻲ را ﺑﺎ ﺧﻮد ﺑﻪ ﻫﻤﺮاه دارد . ﺗﺼﻮﻳﺮ و ﺑﺎزﻧﻤﺎﻳﻲ ﺻﻮرت ﮔﺮﻓﺘﻪ در ﭘﻴﺎﻣﻬﺎی ﺑﺎزرﮔﺎﻧﻲ از ﺟﻤﻠﻪ ﻣﻮﺿﻮﻋﺎت ﻣﻮرد ﺗﻮﺟﻪ در ﻣﻄﺎﻟﻌـﺎت رﺳﺎﻧﻪ    ای اﺳﺖ و ﻧﺤﻮة اﻧﻌﻜﺎس ﻃﺒﻘﺎت اﺟﺘﻤﺎﻋﻲ و ﺳﺒﻚ زﻧﺪﮔﻲ در     ﭘﻴﺎﻣﻬـﺎی ﺑﺎزرﮔـﺎﻧﻲ از ﺟﺎﻳﮕـﺎه وﻳﮋه اﺳﺖ ای ﺑﺮﺧﻮردار  .  اﻳﻦ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺤﻠﻴﻞ ﻣﺤﺘﻮا ﺻـﻮرت ﮔﺮﻓﺘـﻪ اﺳـﺖ .    ﺟﺎﻣﻌـﺔ آﻣـﺎری ﺗﺤﻘﻴـﻖ، ﭘﻴﺎﻣﻬﺎی ﺑﺎزرﮔﺎﻧﻲ ﭘﺨﺶ    ﺷﺪه ﻗﺒﻞ و ﻣﻴﺎن ﭘﺮﺑﻴﻨﻨﺪه  ﺗﺮﻳﻦ ﺑﺮﻧﺎﻣﻪ  ﻫﺎ و ﺳﺮﻳﺎﻟﻬﺎی ﺗﻠﻮﻳﺰﻳـﻮﻧﻲ در ﺷـﺶ  1384   ﻣﺎه اول و ﻧﻤﻮﻧﻪ ،  ﮔﻴﺮی اﻧﺠﺎم  ﺷﺪه اﺣﺘﻤﺎﻟﻲ    از ﻧﻮع ﻃﺒﻘﻪ 110 ﺑﻨﺪی ﺑﺎ ﺣﺠﻢ ﻧﻤﻮﻧﻪ ﭘﻴﺎم ﺑﻮده اﺳﺖ .

کلیدواژه‌ها

عنوان مقاله [English]

Content Analysis of TV Commercials Regarding the Social Class and Life Style

نویسندگان [English]

  • Hosein Mirzaei 1
  • saeideh amini 2

1 Tehran university

2 Phd Student university

چکیده [English]

Commercial ads, which are considered as one of the main and inseparable parts of audiovisual media as well as print one, could have significant and multiple functions. On the one hand they introduce the new product and goods; on the other hand, they spark off consumer and consumerism. Representation depicted in the commercial ads has always been in the center of media studies 'focus as well as the way of reprinting social class and life style in them. The present research has been conducted through content analysis. The ads have been selected among those broadcasted before and in the middle of highly-desired and highly-viewed soap operas (march to September 2005) and the size of sample is 110.   

کلیدواژه‌ها [English]

  • advertisement
  • Commercial Ads
  • consumerism
  • Life Style
  • Social class
  • status roles