Comparative analysis of the advertising discourse of

Mirzakhani, Masoumeh; Khojasteh Baqerzadeh, Hassan

doi:10.22034/rcc.2022.251332

Comparative analysis of the advertising discourse of "Network One" and "Jem TV satellite network" in the field of body

Document Type : Original Article

Authors

Masoumeh Mirzakhani ¹

Hassan Khojasteh Baqerzadeh ²

¹ PhD in Sociology - A Study of Social Issues in Iran.

² Professor of Radio Department - Faculty of Radio and Television Production, Radio and Television University - Tehran, Iran

10.22034/rcc.2022.251332

Abstract

Reading and classifying the texts derived from the commercial advertisements with the aim of analyzing and interpreting the discourse of advertisements on the ‘One Sima national network’ and the Jem TV satellite network in the field of body; The purpose of this article is to achieve that commercial advertisements from Channel One and 33 commercial advertisements from Jem TV were purposefully selected and analyzed in the period of 1996-97. Using the capabilities of discourse analysis methods and the theoretical framework of interpretive sociology, the three discourses of "pleasure", "health" and "status" of the body, in network advertisements, one and three discourses of "pleasure", "health" And the "beauty" of the body is represented in the Jem Network advertisements under a larger "physical or biological" discourse. The difference is that the central signifier of all discourses on the network is a "consumer man" and on the Jem network is "hedonism".

Keywords

"Discourse Analysis"

"Body"

"Business Advertising"

"Network One"

"Jam Network"