Qualitative content analysis of poverty and charity activities representation in IRIB advertising: A case study of Imam Khomeini Relief Committee advertising

This study aims to analyze the television ads of the "Imam Khomeini Relief Committee". The main research question of is how to represent the concept of poverty in ads and how to use persuasive techniques to participate in charity activities in the studied samples. Based on a purposeful sampling method, 4 samples of advertisements were selected for the study, and these were evaluated by qualitative content analysis method. The results show that the Relief Committee ads for representing the concept of poverty used from the 6 components of women, permanent head of single-parent families; Food, the orienter of interpersonal communication; The old mezzanine; Poor appearance; Forced employment of women, and charitable activities as a poverty alleviator;. In other words, the Relief Committee has acted in accordance with the definition of the concept of poverty in selecting the components of poverty. Also, they have used techniques such as using values to validate themselves, emotional attractions, hypothetical positive responses, simple solutions, symbols, storytelling, moral attraction, and indirect (soft) methods. the constructivist representation approach has been used and they have tried to construct the concept of poverty and poverty alleviation; In this way, it becomes possible to build all-encompassing stereotypes about poverty and charity work. This method does not eliminate the representation of social poverty, but rather strengthens the existing class structure in society and seeks to help the poor and the case to the poor class of society simply by arousing the emotions of the audience.