Persuasive Communication in ABFA ads with a Focus on Saving Water Resources; Case Study of the year 1396 Ads

Persuading people especially of saving water resources is of paramount importance in our society. This requires a change in people's behavior as a component of the Islamic Republic's customs and conventions that in their turn should be discussed and analyzed. The issue of managing water resources and water consumption in the world and especially in our country that suffers from drought has priority and it necessitates the assistance of researchers in different fields such as sociology and communication. This has led us to examine the semiotics of the ads used by the ministry of energy and see how they could direct people to reform their habits in regard to water consumption. The persuasive structure and the strong and weak points of the ads are therefore analyzed. In other words, what counts is the nature of the sender's message not the receiver's reaction . The research has considered five posters related to water consumption that comprise persuasive measures. The results show that though persuasive measures have been used in the ads, there have been no purposeful and coherent planning of producing them. The most w