Comparing the Structure of Advertising Teasers Broadcast on IRIB TV with the Selected Teasers from International Ad Festivals

This article aims to shed lights on the structural status of advertising teasers broadcast on IRIB’ TV by comparing a number of Iranian teasers with advertising teasers selected in international festivals. Each Iranian teaser is compared with an international one having a similar theme and being in compliance with Islamic Republic’s ethical media codes. Then by employing Selby and Cowdery model and using “shot” as the unit of analysis, each teaser is placed in a structure table consisted of mise-en-scène and technical codes. By going through other levels of this model, i. e. the audience, narrative, classification, and production elements, the article, finally, carries out a comparative analysis of these two sets of teasers. The research findings show that there are differences in the structural components of these two sets of teasers, i. e. differences in images, sounds, word usage, actors/actresses and sign systems, indicating a flaw in the structure of Iranian commercial teasers.