A Semio-semantic Analysis of Tourism Advertisements of Iran

This paper is a research semio-semantic representation of Iran's tourism destinations and is an attempt to decipher how advertising methods challenge their competitors using semiotic analysis. For this purpose, five Iranian tourism advertising videos were examined based on the principles of semio-semantics. The main purpose of this paper was to answer a single question: How are tourism destinations displayed in Iran? The analysis showed that tourism promotional videos focus on a kind of Orientalism itself. This focus is somewhat indicative of the institutional perspective that has permeated Iranian tourism advertising materials. This view paints a picture of Iran, as an Eastern Muslim country, and is inconsistent with the tourism strategies of the coming decades. This type of advertising creates problems in several areas when trying to promote the country. Based on the analysis provided, suggestions for future advertising trends are provided.