A Phenomenological Evaluation of a Selection of Billboards in Respect of Handmade and Machine Made Carpets of Iran

This article is an attempt to study the implicational mechanisms involved in motivating functions of texts by using layer phenomenological method and studying different layers of the texts including: lingual and visual layers and analyzing the signs of multimedia texts of hand made and machine made carpets’ propagations. The authors believe that the texts have ideological functions through reference to inter-text network of culture and projection of settled and historical values in parts of culture on commodity under propagation. They produce belief towards that commodity (carpet) and show it as a natural and real belief. The texts under consideration are samples of billboards related to the propagation of hand made and machine made carpets, which were posted through December 2008 to January 2010 in Tehran. The authors have tried to study the mythological and ideological implications of these propagations through studying the inner text layers and inter-text relations and the network of implications, thereby they have tried to study some aspects of the contemporary culture. The research showed that the propagation of hand made carpets tries to motivate its addressees via production of phenomenological values through implication of concepts of nobility, aristocracy and wealth. At the same time, in the case of machine made carpets (with the exception of one case), the main method is to motivate the presentation, to escape from cultural static norms by displaying non-static conditions, lack of gravitation, passion and lust and also resorting to scientific dialogues