خلاصة:
An attempt to describe a desirable and ideal society and ways to achieve it by the mass media is one of their missions. In addition to introducing goods and services, the mass media also illustrates the ideal of human life as an implicit implication. In this study, for the purpose of discovering an ideal society, commercial advertisements as a cultural text were analyzed based on Roland Barthes's semiotic approach. Of the commercial advertisements broadcast by the TV of the Islamic Republic of Iran in July 2016, 32 ads were selected for analysis with a purposive sampling. Based on the classification of commercial ads that were divided into eight categories, the results showed that the ideal society in communication services, in financial services, in home appliances, in food and clothing, in detergent and cleaner materials, in health and beauty products, in travel services, and in the field of cultural services is represented respectively as technocentrism, economism, consumerism, luxuriousity and diversity, self-indulgence and consumerism, consumerism and prosperity, body adornment along with consumerism and naturalism, capitalism and luxuriousity, family-centeredness and the importance of women's role within the family.
ملخص الجهاز:
Representation of the Ideal Society in Commercial Advertisements of the Islamic Republic of Iran Television Mehdi Montazer Ghaem Seyyed Abbas Hosseini* Abstract The effort to describe a desirable and ideal society and the ways to achieve it by mass media is considered one of their missions.
In this research, to discover the ideal society, commercial advertisements were analyzed as a cultural text based on Roland Barthes' semiotic approach.
Based on the classification of commercial advertisements which were divided into eight categories; the results showed that the ideal society is represented in communication services as: technocracy; in financial services as: economy-oriented; in household appliances as: consumerism, luxury, and diversification; in food and clothing as: comfort and consumerism; in detergents and cleaning agents as: consumerism and welfare; in hygiene and cosmetic products as: body grooming along with consumerism and naturalism; in travel services as: capitalism and luxury; and in the field of cultural services as: family-orientedness and the importance of the woman's role within the family.
Another definition states that commercial advertisements consist of: "any kind of introduction and expenditure of attention and money to identify products, ideas, or services, which is carried out by means other than their direct introduction by a marketer to consumers, using mass communication tools and under the support of various resources".
Therefore, to clarify what this article is actually pursuing, we can provide the following definition, which seems more comprehensive: "Commercial advertising is a form of controlled communication that attempts to assist in decision-making for the purchase or use of a type of commodity or service" (Melvin DeFlour, 2008: 426).
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