Get rid of World Cup ads, stick to harmful products!

Charso Press: Jabali says that even the plan of this amount of income from advertisements, which is more than the official budget of Sedav Sima, looks ridiculous and he further asks the media to provide more accurate information to publish such news from Sedav Sima; However, he does not announce the main figure.

However, regardless of the exact amount of income from advertising during the World Cup matches, what is certain is that a part of the budget of Sedavosima must be provided through these advertisements; A number that has been questionable for many in these years and of course has never been officially disclosed by the relevant managers in this organization.

Especially in a situation where some government channels in countries, including the BBC, have broadcasted the World Cup matches without advertisements, it is expected from a media that carries the title of “national”, if it cannot give up broadcasting advertisements. be at least sensitive to the selection of goods and services; This issue is the main topic of this report.

Broadcasting of advertisements of harmful products on TV and radio has never stopped in these years and has always been criticized by health experts and the media. Advertisements which, according to the managers of radio and television stations, are often aired out of necessity and due to the financial needs of the organization, but so far no alternative solution has been thought of.

In recent years, the advertisement of harmful products on the radio has continued despite the warnings issued by the Ministry of Health and nutrition experts many times.

Products that are clear in terms of hygiene and health should not have a place in the family’s basket of goods, but the persistence in promoting such products as well as their attractiveness has caused more and more families, especially children, towards them.

Although advertising is the natural right of a media to generate income, accuracy in the type of advertised products and goods is an issue that is sometimes neglected by the officials of this media.

The criteria of harmful goods should be specified in the radio and television

In this regard, ISNA had a conversation with Amir Abbas Taqipour, the responsible director of Communication Management Monthly and professor of public relations, and in this conversation, he discussed the reason for the insistence of TV and radio to repeatedly advertise harmful products and the solution to overcome this situation.

Amir Abbas Taghipour stated to Isna that advertising harmful products and promoting their consumerism causes waste of resources, threats to physical and mental health and changes in people’s lifestyles, and said to Isna: When we say advertising harmful products increases the country’s costs, we do not mean only material costs. ; It can endanger people’s health, and if people’s health is endangered, the cost of treatment will naturally increase; It also destroys physical and mental health. These eventually change the lifestyle and lead us towards consumerism and waste of resources.

Taghipour added: We cannot say that Sedavasima is completely indifferent to this issue. Various expert groups in television determine the criteria of advertising based on current laws. But because this issue is not well informed and it is not clear what the criteria of the harmful product are, according to the audience, we see the continuation of these advertisements.
He then emphasized: This does not mean that the experts who check the criteria of advertising in radio and television are indifferent to these issues, but the audience should be categorized and informed according to the audience, and then in order to reduce the promotion of such products. moved. We must categorize the audience, determine the social base of the audience and invite experts from different fields to cooperate according to this diversity and multiplicity of the audience.

Radio should ask psychologists and sociologists for help for advertising

Taghipour considered the issue of advertising to be complex and multi-layered and added: only advertising experts cannot work on it. Broadcasters should consult psychologists, sociologists and experts in different fields. When we don’t involve experts in the subject in accordance with this amount of diversity and multiplicity of the audience, as a result, the output of our work becomes incomplete.

Referring to harmful products in the field of health, the responsible director of the monthly “Communications Management” said: “We do not pay attention to advertising many products that doctors prohibit for children, and we advertise them.” As a result, we create a false need in the child, and the child becomes interested in a product that affects the health of his body and causes various diseases at an older age. These costs are extremely backbreaking for families and the country. It is better for us to stop the consumerism of goods that are expensive for the health sector from the beginning so that we don’t have to pay several times for treatment later.

The cost of the radio does not correspond to its output

This media expert stated that one of the most important reasons that causes television to advertise harmful products is the financial resources it needs, and stated: This problem must be solved fundamentally. Our radio and television is inflated in terms of manpower and is very expensive to operate. It has been checked many times that these costs do not correspond to that output. When the cost of production in broadcasting increases, broadcasters are forced to identify multiple sources of income. Advertisements are one of the most important sources of income for radio stations. When they need it, it is natural that they ignore some places and go to promote products that they may not accept themselves.

To give film, theater and music producers the possibility of cheap advertising

He considered that one of the ways to reduce the effect of advertising harmful products on television is to replace them with healthy and cultural products and said: instead of advertising harmful products, we can promote products that can provide the future health of the country and generate income or reduce costs in the future. to advertise For example, cultural goods, of course, Sedavsima also applies discounts on them, but since these cultural and healthy goods cannot compete with harmful goods due to several reasons, including less attractiveness than harmful goods, we must reduce their advertising costs to such an extent that be able to be seen. We can create a need for an audience that has moved towards harmful products by iterating correctly and producing deep and impactful content. This issue should be explained so well that the person who is affected by the advertisements of harmful products will be slowly convinced and come to believe that this product is harmful. In this case, the audience’s desire for harmful products is gradually replaced by another product.

In the end, Taghipour said: Producers of cultural goods, which include theater, cinema, music, etc., should have the possibility to advertise their goods much cheaper on radio and television. This is an important issue that can be effective in the long run and cause the audience to replace the harmful product with a healthy one. This is not a culture and policy that can be implemented in the short term, it must be planned. In this case, be sure that we have moved in the direction of national interests and the mental and physical health of the people, and we will improve the cultural average of the country and provide the cycle of exiting harmful products from the circle of advertisements.

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