How Cultural Components of Globalization are Reflected in Commercial Ads of Islamic Republic of Iran's Broadcasting

Commercial ads are communicative texts through contents of which (signs and symbols) meaning is transmitted to the audience. This study investigates cultural components of globalization in T.V commercial ads. Globalization is a double-edged sword that on one hand creates new opportunities for the culture of every country and on the other hand, creates threats via integration of cultures, removal of subcultures and reduction of cultural diversity. Therefore, by identifying the types of cultural components of globalization, arrangements can be made to recognize the effects of global culture and then facilitate the forecast and review of some of the policies in the field of commercial ads. To this end, out of 1844 ads (132 types) aired by Iran’s national TV channels of 1, 2 and 3 between 20th March and 20th June 2012, 25 commercial ads were purposefully surveyed and selected. Using the semiotic method within globalization perspective, cultural components of the selected commercial ads were studied. The main purpose of this research is to study how globalization components are reflected in the cultural approach. Considering the interaction of Iranian, Islamic and global cultures, recognition of cultural components is of prime importance in preserving the rich Iranian culture.