Pathology of commercial advertising in Iranian Social and Cultural Magazines during 2001-2011

Abstract

Projection of advertising process well suited to social culture of society to achieve maximum effectiveness in advertising can be known as the starting point in process of advertising. In this study, content of the advertisements published in Iranian magazines was examined and analyzed to propose the suitable strategies to achieve effectiveness in commercial advertising in Iranian Social and cultural magazines which are well suited to social culture of people. To achieve this goal, damages in advertising cases inconsistent with social and cultural values as well as the existing problems were detected and examined using library and field study and the required strategies were proposed to resolve them. Lack of definition and culture for advertisements, lack of advertising specialists, stereotyping, lack of professional organizations to analyze and examine advertisements have been recognized as the most important damages to Iranian magazines . Further, problems in economy, management and manpower, education and research, modern communication and media technologies, the problems due to governance, commercial advertisements, cultural challenges, media share of advertising, advertisement distribution, and insufficient growth of advertising trade bodies are the most important challenges to Iranian magazines . With regard to the results from analysis of advertising performance in the magazines under study, advertisements have not reflected cultural and social values of Iranian community and content of advertisements has grounded on beautiful values. Yet, the intelligent interaction and integration between these two values can raise a new advertising in terms of conceptual and aesthetic values and values well suited to culture of society.