Photo application in commercial advertisements of Pahlavi newspapers(Case Study: Etelaat Newspaper)
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Abstract:

From the pre-Constitutional period, photography gradually crossed the walls of the royal palaces and came to the people, But Only used in family photos. One of these functions in commercial announcements was to encourage people to buy products. . The purpose of this study is to identify the position of the photo; as a tool for familiarizing people with the emerging Western phenomena in commercial advertisements (case study: Etellaat newspaper). For this purpose, content analysis method is used. The statistical population of the present article is 252 issues between the years of 1320-1305 and in Each year 36 numbers (first, middle, and end of each month) are used. The results of the research show that the emerging Western phenomena and consumerism advertising were seen in commercial image ads And played an effective role in persuading people to be consumerists And in the hidden layers, the advertisement is also used as a tool for the Pahlavi era identity project And promoted the values of Western consumerism among the community.

Article Type:
Case Study
Language:
Persian
Published:
پژوهش نامه تاریخ اجتماعی و اقتصادی, Volume:8 Issue:1, 2019
Pages:
131 - 151
magiran.com/p2049249  
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