مطالعه الگوی پیشنهادی تولید تبلیغات تجاری در رادیو
محورهای موضوعی : ارتباطاتسید امیر یوسف فخار 1 , حسن خجسته باقرزاده 2 , علی اکبر رزمجو 3
1 - دانشجوی کارشناسی ارشد تهیه کنندگی رادیو، گروه رادیو، دانشکده تولید رادیو و تلویزیون، دانشگاه صدا و سیما، تهران، ایران، (نویسنده مسئول)،
2 - استاد، گروه رادیو، دانشکده تولید رادیو و تلویزیون، دانشگاه صدا و سیما، تهران، ایران
3 - استادیار، گروه ارتباطات، دانشکده ارتباطات و رسانه، دانشگاه صدا و سیما، تهران، ایران
کلید واژه: تبلیغ, الگو, تبلیغات تجاری, تولید رادیویی,
چکیده مقاله :
تبلیغات تجاری از رایج‌ترین پیام‌های رسانه‌های جمعی می‌باشد؛ چنان که واکنش‌های بسیاری را در انتقاد یا دفاع از خود برانگیخته است. اهمیت رسانه رادیو و تبلیغات تجاری و فقدان راهکاری برای چگونگی تعامل این دو، نیاز به الگویی برای این امر را نمایان می‌کند. پژوهش حاضر با هدف ارائه الگویی مطلوب برای تولید تبلیغات تجاری در رادیو، از روش نظریه داده بنیاد بهره برده است. جامعه آماری خبرگان حوزه پژوهش هستند که جمعی از آن‌ها به شیوه نمونه‌گیری گلوله برفی انتخاب و به وسیله مصاحبه نیمه‌ساختاریافته در پژوهش مشارکت کردند. داده‌هایی که از این راه به دست آمدند، بنا بر رویکرد اشتروس و کوربین طی سه مرحله کدگذاری، تجزیه و تحلیل شدند. مدل پارادایمی موجود در این رویکرد شامل مقوله محوری، شرایط علی، زمینه‌ای، مداخله‌گر، راهبردها و پیامدها می‌باشد. یافته‌های پژوهش، تولید تبلیغات تجاری رادیویی را به عنوان مقوله محوری نشان دادند و در ادامه شرایط علی در 6 محور، شرایط زمینه‌ای در 3 محور، شرایط مداخله‌گر در 3 محور، راهبردها در 5 محور و پیامدها نیز در 4 محور مقوله‌بندی شدند. این یافته‌ها بیانگر آن است که در تبلیغات تجاری رادیو بهره‌گیری از گویندگان مطرح، تصویرسازی در ذهن افراد، برندسازی رادیویی، توجه به نوبت و زمان پخش و نوع شبکه و کانال از اولویت بیشتری برخوردار هستند.
Mass communication have the power to create false desires in audiences. Radio is one of them and its audio attribute makes it different from other mass communication media. One of the most common massages through these media is commercial advertisements, so much so they arose a lot of reactions in defense or criticism of them. The importance of this media and this massage and also the lack of a guideline for how these two should interact, show the need of a model for producing radio commercial advertisements. The purpose of this study was the same and because of that, it used Grounded Theory as the research method. Statistical Population were the Elites in the subject of the study and they participated via Snowball Sampling and Semi-structured interview. Data Analysis been done based on the three steps of Strauss and Corbin Approach which includes the Phenomenon, the Causal Conditions, the Strategies, the Intervening Conditions, the Context Conditions and the Results. The results of the study showed the producing commercial advertisements in radio as the Phenomenon and the Causal Conditions with 6 axies, the Strategies with 5, the Intervening Conditions with 3 axies, and the Context Conditions with 3 axies and the Results with 5 axies. This result showed that in producing commercial advertisements in radio using famous narrator, creating image in people’s mind, branding radio stations and considering time of broadcting and type of station have
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Khojasteh, H. (2007). “Sociology of Radio and Media. Iran: Edare Kole Tahghigh va Tose’eye Seda, P. 48. [Persian]
Rezayi Nour, J., Shah Hosseini, M. & Khosravi, S. (2014). “Development of a Conceptual Model Based on Effective Factors of Knowledge Management System Implementation in Hamkaran System Partners Group”, Journal of Technology Development Management, Vol. 2(1), PP. 79-104. [Persian]
Danaeifard, H. & Emami, S. (2007). “Strategies of Qualitative Research: A Reflection on Grounded Theory”, Strategic Management Thought, Vol. 1(2), PP. 69-97. [Persian]
Strauss, A. & Corbin, J. (1998). “Basics of Qualitative Research: Grounded Theory Procedures and Techniques”, USA: SAGE Publications, Inc, PP. 153-156.
Tabrizi, M. (2016). “Qualitative Research Methods in Definition Paradigm”, Iran: Etela’at, P. 148. [Persian]
Seyed-Javadin, S., Hassan Gholipour, T. & Astaraki, S. (2016). “Investigating the Impact of Happiness on Administrative Health with the Mediating Effect Quality of Work Life”, Organizational Behaviour Studies Quarterly, Vol. 5(2), PP. 1-24. [Persian]
Abili, K., Mostafavi, Z. & Narenji Thani, F. (2018). “Identifying the Competencies of Teacher Assistants, the Process of Online Learning- Teaching: A Qualitative Research”, Quarterly Journal of Training & Development of Human Resource, Vol. 5(16), PP. 1-20. [Persian]
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Hamraz, V. & Ghanizadeh Seyedlar, F. (2014). “Educational Radio Programming in Iran: Requisites and Functions”, Interdisciplinary Studies in Media and Culture, Vol. 4(1), PP. 107-139. [Persian]
Crisell, A. (1994). “Understanding radio”, UK: Routledge, PP. 1-8.
Dindar Farkoosh, F. & Heydarbeygi, A. (2011). “The Effect of Farsi Satellite Commercial Channels on Iranian Attitudes”, Media Studies, Vol. 6(12), PP. 203-218. [Persian]
Razzaghi, A. (2002). “Comments On Social Communication”, Iran: Peykan, P. 81. [Persian]
Noori Momrabadi, A., Barati, T. & Mirzaee, A. (2019). “The Desired Pattern for Production and Broadcast of Commercials in the Radios of Provincial Centers (Case Study: Persian Gulf Radio)”, Journal of Interdisciplinary Studies in Communication and Media, Vol. 2(5), PP. 137-172. [Persian]
Mennati, N.A. (2015). “CDA Study of Iran TV Advertisements Based on Women and Men Audience Types. M.A. Thesis”, Ardabil (Iran): Faculty of Literature and Foreign Languages University of Mohaghegh Ardabili. [Persian]
Hasi, M. (2012). “Recognition of Negative Effects of Commercial Advertisements and Presentation of Desirable Pattern Based on Survey of Payam Radio. M.A. Thesis”, Tehran (Iran): Faculty of Radio and Television Production I.R.I.B. University. [Persian]
Oakes, S. & North, A. (2011). “The Impact of Narrator Age Congruity on Responses to A Radio Advertisement”, Journal of Marketing Commuincations, Vol. 17(3), PP. 183-194.
Cantor, J. & Venus, P. (1980). “The Effect of Humor on Recall of a Radio Advertisement”, Journal of Broadcasting & Electronic Media, Vol. 24(1), PP. 13-22.
Khojasteh, H. (2002). “Sociology of Radio”, Iran: Edare Kole Tahghigh va Tose’eye Seda, PP. 100-101. [Persian]
Anvari, M. (2011). “Criticizing Symbolic Interaction Theory”, Ma’rifat, Vol. 1(167), PP. 153-171. [Persian]
Khojasteh, H. (2007). “Sociology of Radio and Media. Iran: Edare Kole Tahghigh va Tose’eye Seda, P. 48. [Persian]
Rezayi Nour, J., Shah Hosseini, M. & Khosravi, S. (2014). “Development of a Conceptual Model Based on Effective Factors of Knowledge Management System Implementation in Hamkaran System Partners Group”, Journal of Technology Development Management, Vol. 2(1), PP. 79-104. [Persian]
Danaeifard, H. & Emami, S. (2007). “Strategies of Qualitative Research: A Reflection on Grounded Theory”, Strategic Management Thought, Vol. 1(2), PP. 69-97. [Persian]
Strauss, A. & Corbin, J. (1998). “Basics of Qualitative Research: Grounded Theory Procedures and Techniques”, USA: SAGE Publications, Inc, PP. 153-156.
Tabrizi, M. (2016). “Qualitative Research Methods in Definition Paradigm”, Iran: Etela’at, P. 148. [Persian]
Seyed-Javadin, S., Hassan Gholipour, T. & Astaraki, S. (2016). “Investigating the Impact of Happiness on Administrative Health with the Mediating Effect Quality of Work Life”, Organizational Behaviour Studies Quarterly, Vol. 5(2), PP. 1-24. [Persian]
Abili, K., Mostafavi, Z. & Narenji Thani, F. (2018). “Identifying the Competencies of Teacher Assistants, the Process of Online Learning- Teaching: A Qualitative Research”, Quarterly Journal of Training & Development of Human Resource, Vol. 5(16), PP. 1-20. [Persian]
Flick, U. (2006). “An Introduction to Qualitative Research”, USA: SAGE Publications, Inc, P. 420.