Principles and techniques of Advertising on Iranian TV within the dilemma of universality and Islamic values

Advertisement - a controversial genre with principles meant to be persuasive - contributes to the growing global market economy. In a rival for achievement, advertisers resort to strategies and techniques in advertising that apart from being diverse, have more or less become universal. In light of this universality the present study intends to reflect on Iranian TV advertising principles and techniques with regard to the social beliefs and ethical value of the country. During two weeks of data collection, we managed to video record 91 advertisements displayed on nationally broadcasted Iranian TV channels -channels 0 , 2 and 4 . The data analysis reveals reasonable universality for the Iranian advertisements in spite of their commitment to the Islamic context of the society. Moreover, studying the discourse of the commercials indicate significant predisposing to advertising techniques which aim for persuasion through involving the audience affective aspect

Keywords:

advertisement , advertising techniques