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Analysis of the content of television advertising programs in traffic programs

Number of pages: 93 File Format: word File Code: 30973
Year: 2014 University Degree: Master's degree Category: Art - Graphics
Tags/Keywords: Communication Sciences - Mass media - Mass media in advertising - Silent CIA programs - Traffic police - TV commercials - Visual media
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  • Summary of Analysis of the content of television advertising programs in traffic programs

    Dissertation for Master's degree (M.A)

    Field: Communication Sciences

    Dissertation abstract (including summary, objectives, implementation methods and results obtained), the general purpose of the present study was to examine traffic police television commercials (Sia Saki series of programs) with regard to the components of citizenship and respect for the law. The method of the present research is also the method of content analysis. The statistical population also includes all traffic police television commercials broadcasted through the national television channels of the Islamic Republic of Iran. In the current research, 100 animations from political programs broadcasted in the years 1379 to 1389 were considered as a research sample. The data collection tool is based on theoretical research studies on the level of attention to citizenship rights and respect for the law. In the present research, we have used the descriptive analytical method, in fact, in order to analyze the data obtained from the checklist of the analysis of the components of citizenship rights and respect for the law, descriptive statistics methods have been used in the form of percentages, tables and graphs. Based on the findings of the current research, the most frequent messages related to citizenship rights with regard to personal security were speeding. Also, the highest frequency of messages related to citizenship rights with regard to social security belongs to illegal speed. On the other hand, the highest frequency of messages related to citizenship rights has been related to the individual responsibilities of a law-abiding citizen. Also, the highest frequency of messages related to citizenship rights is related to social responsibilities related to illegal speeding. On the other hand, the highest frequency related to respecting the law by the drivers of vehicles related to illegal speed, and the highest frequency related to respecting the law was related to the law-abiding citizen.

    Key words, television advertisements; traffic police; series of silent CIA programs; citizenship; Respecting the Law

    Chapter One

    General Research

    1- 1- Introduction

    With the development of communication, societies have undergone many changes. Mass media such as television have occupied a place in the society from which they have been increasingly raised both nationally and internationally. As education and culture flow through mass media, different forms of life also develop. In this regard, it can be said that the media influence the lifestyles and public tastes in the society. Currently, due to the importance of mass media, more than ever before, this field has been subjected to careful and regular investigation and study. Since a few decades ago, more attention has been paid to the issue of communication, especially mass communication, and more emphasis has been placed on the relationship between media and society and their social effects and interactions. With the expansion of communication and means of communication, the importance of using them in human life is increasing day by day. More information means more power. Therefore, people need more extensive information to survive. The media, especially television, have a high weight in people's free time (Khoshnavis, 2009, 2). 

    Television media has brought important changes in politics, education, marketing, news, mass culture, social and family life. Today, watching television is an undeniable part of people's lives and is accepted as a source of reliable news, important information and teachings, accurate social awareness, enjoyable entertainment and relaxing companionship; For this reason, most people cannot even imagine what life would be like without television (Zanjani and Qarahi, 2010, 42). 

    Actually, television is the most pervasive media of the last five decades, and it is considered the mainstream media in every country, and it is often either dependent on governments or owned by large companies of the political and economic poles of countries. In most developed countries, television has the widest range of audiences among all media. All over the world, people regardless of national origin, race, social class, gender or age watch television and the frequency of viewers is high. Television has existed since the birth of a person and is a part of his life with all kinds of programs including movies, serials and commercials. It makes the people of the society familiar with many issues (Mirsardo and Sedaghat, 2016, 30).  

    Therefore, considering the all-round importance of television as one of the most talked about media of today's era, in the present chapter, the statement of the problem, its necessity and importance, goals and questions, and finally the definitions of the research variables will be discussed. According to most theoretical perspectives and especially according to the theory of Lazarsfeld[1], the dominance of these tools is such that they evoke the most private human experiences, including emotions and deep feelings, and direct them in their desired direction, and in this way, they shape people's behavioral reactions based on their goals and policies. The media provide a lot of practical and useful information in the field of public education of social life and the like (Sadipour and Alipour, 1386, 111). Potter [2] (1990, 49) has pointed out that television has an educational aspect and is effective in people's social life.

    Social life for humans is an inevitable necessity and social life is also order, security and justice. In this regard, anything that can make social life more efficient for humans should be given serious attention. Among these phenomena is the law, in the light of which humans can enjoy their natural rights in addition to benefiting from social life. Therefore, it can be said that the strength and cohesion of any society is to pay attention to the law[3] and comply with it (Danaei Fard et al., 2019, 9). Therefore, when we talk about the rule of law in society, in its general sense, it means the rule of rules and principles that flow from the micro level (individual) to the macro level (state and governance); In other words, the formation and institutionalization of mechanisms to resolve conflicts and regulate relationships within the structure of society. On the one hand, the most important function of the law is to regulate the relationship between the government and the citizens, and on the other hand, the citizens with each other. With the two types of interaction becoming more complex, the role of law and of course the concept of the rule of law has become more prominent and noticeable. Besides, in all societies, judges provide security and freedom through the law. The law is the determination of fixed standards and criteria that create rights and obligations for everyone, and society members adjust their relationships based on it, and in this way, citizens are aware of their rights (Javadi Yeganeh et al., 2019, 11). As it is clear, citizenship[4] is a derivative of the city. Citizenship is considered an advanced form of urbanization. According to some experts, city dwellers are promoted to citizens when they respect each other's rights and fulfill their responsibilities towards the city and society (Annals[5], 2007, 69).

    Citizens belong to communities and are defined as groups of people who accept that they have something in common. What unites them may simply be acceptance of the legitimacy of the state within which they live. Also, another common element may be effective and strong solidarity based on common history, ethnicity, religion, or common goal (Hemti, 2007, 328).

    Citizenship rights can be taught through many communication channels such as visual media such as television. Television is a medium that, using many technical and artistic facilities, offers various stimuli and inputs to the audience in the form of various programs, including advertising programs. Despite the positive and negative views about the effect of advertising programs on the attitude and behavior of viewers, their broadcast on television is inevitable; Because the people involved in various social affairs rely on advertisements to implement and promote their desired programs. Since television is an all-encompassing and popular media, it is considered a suitable tool for broadcasting advertising programs (Hosseini Anjdani, 1386, 177). For example, the cost of advertising in the United States in 1997 reached 129 billion dollars, and this figure is 38 billion dollars in Japan, 1 billion dollars in England, and 12 billion dollars in France (Pourkarimi, 2014, 314).

  • Contents & References of Analysis of the content of television advertising programs in traffic programs

    List:

    The first chapter of general research. 1

    1-1- Introduction. 2

    1-2- statement of the problem. 3

    1-3- Necessity and importance of research. 7

    1-4- research objectives. 9

    1-5 - research questions. 9

    1-6 - definitions of research variables. 10

    1-6-1 Conceptual definitions. 10

    1-6-2 – operational definitions. 10

    The second chapter of theoretical literature and research background. 11

    2 -1- Introduction. 12

    2-2- The importance of the media. 13

    2-3- Education in the media. 14

    2-4- Television and its role in public opinion. 15

    2-5-Wamnit Police. 16

    2-6- First part, theoretical research literature. 17

    2-6-1- Theories of media effects 17

    2-6-1-1- Media and changing behavioral patterns. 18

    2-6-1-1-1- Factors affecting training. 22

    2-6-1-2 - Media and cultural advertisements. 24

    2 - 6 - 1 - 3 - The effect of cultural advertisements on changing the behavior of the audience. 25

    2-6-1-4 - Citizen rights. 26

    2-6- 1-5- Respect for the law. 29

    2 - 6 - 1 - 5 - 1 - Examining the concept of law. 29

    2-6-1-5-2- Law according to Islamic philosophy. 30

    2 - 6 - 1 - 5 - 3 - Law on Persian language. 30

    2-6-1-5-4- legalism and lawlessness. 33

    2 - 6 - 1 - 5 - 5 - dimensions of lawlessness. 36

    2 - 6 - 1 - 5 - 6 - Causes of lawlessness. 37

    2 - 6 - 1 - 5 - 7 - Factors affecting lawlessness. 37

    2-7- The second part, the background of the research. 38

    2-8- The third part, conclusion. 42

    2-9-Part IV, proposed research model. 43

    The third chapter of research methodology. 44

    3-1- Introduction. 45

    3-2- Research method. 45

    3-3 - Society, sample and sampling method. 46

    3-4- Data collection method 46

    3-5- Data collection tool 48

    3-6- Data analysis method 48

    Chapter four data analysis 49

    4-1- Introduction. 50

    4-2- The first part, the statistical image of the samples 51

    4-3- The second part, the research questions. 56

    The fifth chapter of discussion and conclusion. 64

    5- 1- Get rid of Hepjoh. 65

    5-2- Discussion and conclusion. 66

    3-5- Limitations of the research. 73

    5-4 - Practical suggestions. 73

    5-5 - Suggestions for future research. 74

    List of sources. 75

    Appendixes 80

    Source:

    Persian reference list

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Analysis of the content of television advertising programs in traffic programs
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