Defining Factors Influencing Advertising Literacy of Iranian Visual Media Directors

Producing effective content of media advertising needs mastering the principles and methods affecting the efficiency of advertising. Producing effective content respects competing and authority to choose among audiences (empowering approach) rather than the emphasis on constraining marketing advertisement of competitors (constraining approach). Regarding the problems of implementing constraining approach on the one hand, and increasing the domestic and foreign competitors for the visual media in Iran, on the other hand, considering content providers (media policy and decision makers) is very important, so that they can compete in the competitive media markets by producing attractive and appropriate content for the demand (audience). Therefore, the purpose of the study is to track and analyze the major and minor factors that are more influencing on promoting the producers advertising literacy in visual media, so that the factors influencing the production of advertising in the Iranian media are to be evaluated and educational models designed to increase advertising literacy. The research method was documentary analysis (to find objective elements influencing advertising literacy), survey (to find subjective elements influencing advertising literacy) and comparative analysis on the outputs derived from the first two methods. The main findings of the study were identifying 10 factors as the most important influencing advertising literacy of media directors in Iran.