An overview of the style and trend of television advertisements; where are you going so fast!

Fars News Agency, Art and Media Department: Iranian-Islamic culture and lifestyle is one of the most important concerns of the agents of the Islamic Republic of Iran from the beginning of the revolution until today. Television is one of the media that attracts a large audience, especially the TV commercials that are aired during prime time.

Commercial messages are the constant foot of the TV network conductor and uninvited guests that the audience often dislikes and avoids. This dissatisfaction sometimes reaches the point where they express disgust at the promotion of some products. However, they cannot escape from seeing them, and this is despite the fact that these advertisements, especially in the past decade, have clearly and noticeably distanced themselves from the culture of society and Iranian Islamic beliefs and values.

A quick look at the type of television advertisements clearly shows that on the one hand, the spirit that dominates the works and teasers is the spirit of consumerism and consumerism, while according to principle 24 of the rules and regulations of television advertising, “advertisements should not be designed and made in such a way that In that, people should be encouraged to consume more than they need and be extravagant in using the facilities. But in the act of buying a lot, it is often seen in advertisements.

From the mother’s shopping cart in the store, which is filled with the advertised product, to the bags full of goods in the father’s hand, who hardly opens the door, or the refrigerators full of goods, which are decorated with the largest amount of food, and no other kind of Food items are not left out in this refrigerator; From all kinds of drinks to complete and untouched cakes of confectioners! On the other hand, excessive and boring repetitions of any advertisement without changing the content and elements can turn the relevant advertisement into an anti-advertisement and make the advertised goods and services disgusting and reduce the possibility of buying. It even has a negative effect on the audience’s feelings towards the relevant media.

It should be noted that in addition to the unhealthy content of such teasers, TV commercials programmers also resort to incorrect tools to attract the audience; Western music and even American music themes are mostly used in TV commercials, and Western formats such as rap are seen in some commercials, which, although not unusual, are not very pleasant.

Poems are also not in a good condition, so that the most obvious principles of poetry and literature are not observed and suitable literary food is not provided to the audience. Also, in order to attract the attention of children and teenagers and encourage them to buy the desired product, these program makers have turned to showing western heroes, and like this, in some TV commercials, quasi-heroes such as Robinson Crusoe and Gladiator (Irancell advertisement) and Superman (Capital Bank advertisement) Golan have become givers

Is it in a country and a culture that has thousands of national and religious heroes? Isn’t the use of false pseudo-heroes of the western culture against this culture and soil? Emphasizing this issue does not place the belief in the mind of the audience that, for example, the western hero has won the field of life because of these technologies, and in fact there is no place for moral and religious values.

* Incorrect advertisement image of Iranian Islamic woman

Among the things that distance the majority of television advertisements from the Iranian and Islamic lifestyle and their compatibility with the beliefs and values ​​of the Iranian society, is the image that advertisements present of women.

The women of TV commercials are women with blue or green eyes, with visible and invisible makeup, with stylish and diverse clothes, and of course, eye-catching. They advertise head and body creams and shampoos, white and black laundry detergent, and all kinds of textbooks.

Most of these women, as representatives of Iranian women, look for appearances and promote the superficial issues of daily life. They are looking to rejuvenate their skin and hair with different tricks, or looking for slimness and fitness.

From another point of view, they all live in big, stylish and neat houses today. Their make-up and clothes completely follow the current fashion. Most of these women live in luxury kitchens and big and modern houses, if they have a child, it is an only child, and they are constantly looking for this class and that class to improve their studies and succeed in the coming years to enter their child’s university.

In fact, these advertisements have turned women into a quasi-commodity over the past years, who are constantly looking for the appearances and edges of life and are far from the essence of life and escape from the realities of life. While such an image inflicts a fatal blow on the real and unique position of women both in the religion of Islam and in the rich Iranian culture.

It must be said that if a family and society is moving on the right path, the most important reason for that is the role that the women of this family and society have played correctly. A woman has dozens of roles in the family, which are more important than staining white clothes and rejuvenating her skin.

All the concern of a mother who has a child is not which diaper is the best, she is thinking about raising this child and ensuring its happiness. There are many mothers who are looking for savings and saving a little to get rid of rent and help their husbands.

* The big hit of advertising awards to the audience

Nowadays, when the audience presses the TV control button, they will surely hear the promise of winning a prize in one of the advertisements. Bank, tomato paste, paper towels, insecticides, puffs, etc. . . Of course, this is not a new subject and has a long history. Many Iranian citizens, with the hope of “winning a prize”, buy food and supplies that they often do not need.

The lottery tickets of Iranian TV before the revolution have now become an ever-increasing SMS communication, which is trying not to lose ground in the field of competition with its progressive examples in Persian-language channels abroad, and is constantly trying to keep the audience on track with various excuses. maintain and develop by any means.

In criticizing this category, sociologists believe that the main mental impact of these advertisements is on the middle class. Millions of people with normal incomes are motivated by the offer to participate in a program or buy a daily consumer product in the hope of winning, and after a short period of psychological stress and anticipation, when they do not achieve their goal or to repeat it. This procedure will be greedy or they will be frustrated and disappointed from time to time.

In addition to the destructive psychological effects of these public awards, winning such awards is in clear conflict with religious teachings. Our religious recommendations consider it desirable to acquire wealth and wealth through hard work and perseverance, and even cultural and customary views, in post-sanction conditions, have caused all officials to save resources, manage expenses at home, avoid extravagance and return to the original. Asil Rozi Halal under the umbrella of resistance economy, and the unconscious movement of television as the most comprehensive and only visual media of the country in the mentioned direction, creates an obvious duality in the realistic analysis of public opinion.

*last word

Television advertising can be the first word among the media because television has a larger audience among other media, that’s why big business owners are more trying to display their product advertisements on television. Television is a bridge between people and politics, as well as the social systems that govern the society and the owners of various businesses. In fact, because people are usually mentioned as consumers, these companies should be able to use these mass media to convey their voice to consumers.

But the creators of these advertisements should know that in the current situation that the country is in a state of embargo and avoiding unnecessary expenses and saving life should become a basic principle, but contrary to what is stated in paragraph 21 of the general policies of the resistance economy (communicated by the Supreme Leader of the Islamic Revolution) ) based on the explanation and discussion of the resistance economy is emphasized as one of the duties of the media, the media receive large fees from the producers to advertise their products and encourage people to consume more. Regardless of the fact that this type of advertisement is not compatible with the structure of the Iranian-Islamic model of progress, nor with the general policies of the resistance economy.

Undoubtedly, the correction of this path can be one of the future needs of radio and television and other media in the country. The type of advertisements and commercials should move away from the capitalistic environment and move towards education.

Unfortunately, there is no effective monitoring of the process of producing and broadcasting these teasers from different networks. In the best minutes of a series and popular programs, they are included and broadcast. All this shows that the radio and television authorities are paying more attention to content, culture and art, to generating more income and earning more money.

Direct, indirect and cooperative advertising must adhere to standards during production and broadcast. The passing of laws along with the necessary supervision, both in terms of the quality of the work and in terms of content, form, lifestyle, messages hidden in advertising, timing, etc., can target and frame the production and distribution of these works. On the other hand, by improving the quality level of the works, the basis for increasing the advertising and visual literacy of the people in the society is provided.

The end of the message/T 133