نشریه پیکره
پیاپی 29 (پاییز 1401)

Problem Definition:

 The structure of commercial advertising messaging is determined according to the type of reception and acceptance of the social culture of each country. The culture of society can play a decisive role in commercial advertising style, production methods, and metaphors. In this research, the commercial advertising style in the two cities of Tehran and Baghdad from Iran and Iraq, as two different societies, is investigated, and the relationship between the forms, the method of selection, and composition of some of the advertising works of these two cities are investigated. Moreover, this study seeks to answer the following questions: «What is the distinctive feature of the visual elements that comprise the commercial advertisements of Tehran and Baghdad?» and «Considering the common cultural background in calligraphy and writing, and the common religion, what characteristics in these two societies are reflected in the differences and similarities of commercial advertisements in Tehran and Baghdad?»

By examining the elements of commercial advertising, the present research seeks to know the effect of culture on the output of advertising forms in Tehran and Baghdad.

The approach of this research is qualitative and its presentation method is descriptive and analytical, relying on field data and library sources.

The findings of this research show that the text in the advertisements of Tehran has played a significant aesthetic role in the advertisements and the letters are a kind of unity in the fonts used. While in the advertising of Baghdad, the emphasis is on the dominance of the image in commercial advertising, and this issue has a significant effect in creating attraction toward the practical and aesthetic goals of advertising. Also, both cities are visually and culturally influenced by modern advertising and its trends.

Statement Problem:

 The "Qavam House" building is one of the beautiful samples of Qajar architecture in Shiraz, contemporary with the reign of Naser al-Din Shah. Due to the use of all traditional arts, the house is considered one of the valuable samples of architecture of this period. A significant percentage of decorations in this building includes 27 arrays of paintings. Plant and animal motifs with their own meanings and concepts play a major role in all the painting arrays of this building. This research is conducted to answer a question: "What are the concepts used in the plant and animal motifs of the painting arrays of "Qavam House"?"

This research seeks to achieve the meanings and concepts of plant and animal motifs in the painting arrays of the "Qavam House" building.

A descriptive-analytical method with a historical approach has been used in this research. The data collection has been done using library sources and field observations.

The findings of this research indicate that plant and animal motifs, which were influenced by western culture and interactions, have found different manifestations compared to the past periods. Moreover, birds with symbols of love, immortality, fame, and flowers with symbols of beauty, tenderness, and purity in combination with each other include stories of love and romance in their inner meaning.

Problem Definition: 

"Sultan Mahmud Shah of Bondarabad" complex in Yazd is a historical building founded in the 7th century A.H. by a religious mystic, Sheikh Taqi al-Din Dada Muhammad, in the village of Bondarabad. This complex includes a mosque, monastery, mausoleum, reservoir, protective towers, and other side buildings that have been formed over several years, different parts of which have various decorations. For example, the pulpit of the Grand (Jame) Mosque of this building has many decorative motifs. Therefore, the historical importance of this building, as well as the decorative motifs used in the pulpit of its Grand Mosque, necessitated the present research, and during it, the following questions are answered: What kind of decorative motifs does the pulpit of the Grand Mosque of Sultan Mahmud Shah Bondarabad have? What meanings and concepts do these motifs have?

The current research aims to identify the decorative motifs of the pulpit of the Grand Mosque of Sultan Mahmud Shah in Bondarabad, Yazd, as well as to know their hidden meanings and concepts.

The current research has studied the pulpit of Sultan Mahmud Shah Grand Mosque in Bondarabad, Yazd, using a descriptive-analytical method and qualitatively analyzed library, documentary, and field information.

The findings of the present research show that the pulpit of the Grand Mosque of this historical building has been decorated with floral, geometric, inscriptions, and calligraphy motifs. Its plant motifs include Khataei and Arabesque, and its calligraphy motifs include Thulth and Kufic Banaei scripts, and the texts of the inscriptions also express the principle of monotheism and prophethood, the flow of the word of God from the position of the Prophet of Islam (PBUH), and the belief of the Shiites of the Twelve Imams. Also, its geometric motifs include five-pointed stars and a ten-pointed sun, which form the eight-twelve Pili knot.

Problem Definition: 

«Darab-Namah» is a folk legend about Darab, the hero, and his son Firuz Shah, during which the love of an Iranian prince for a Yemeni princess is narrated. This story is of interest among the Iran-oriented tendencies of the Gurkans of India, and it was included in the painting projects of Akbar Shah's court.

For this purpose, in this research, it is decided to ask the question; What is the shape, pictorial signs and compositions, in the illustrations of Darab Nama Tarsusi manuscript of the British Library should be answered.

This research is fundamental in nature and is formed using a descriptive-analytical method based on documentary studies and a visual semiotics framework. The sampling method is purposeful, and the number of 7 elected Majlis out of 157 paintings of Darab-Namah of Tarsus is used for the qualitative analysis.

The visual elements of the British Library manuscript are rich in cultural markers. Factors such as applying3w the symbolic and expressive aspects of colors, organizing visual elements in line with the story event, emphasizing the central character through the position on the page, and the type of angle of view have played an effective role in the meaning generation process.

Problem Definition: 

The study of the proportion in the components of brick decorations in architectural facades (khavun-chini) shows that this proportion results from the ratio of the dimensions of the components to the base-brick, which is created by cutting it to the correct proportions. Regarding the Ma'qeli decoration, which is also based on the pre-designed brick bonding and despite the many research studies conducted on its types, it is necessary to investigate how to balance the brick components and the base-area in which they are used. Accordingly, the problem of this research is to reveal the ratio between the components in a Ma'qeli decoration and the proportion of these components with the base-area in which they are placed. The decorations studied in this research are Ma'qeli works with inscriptions in the «Khargerd Ghiasieh» school made by Qavam al-Din Shirazi.

this research investigates the quantitative proportions in the decorative elements of Khargerd Ghiasieh School (resulted from numerical calculations).

This research is based on data description and analysis in terms of its fundamental purpose and method. The data were obtained through two library-based and field methods. In the field study, Ma'qeli decorations (with inscriptions) have been quantitatively calculated. The decorations studied have been redesigned by computer software.

The results show that, besides the components of the bricks that make up the Ma'qeli, there is also a harmony between the bricks and the base-area that decorates it. These proportions are created because of using a (Peymoon) which is obtained from the traditional measurement unit (Gaz), based on the divisions obtained from geometric drawings, and creates the necessary proportions with very high precision in all the elements and components of the building.