A Glanse on the impact of advertising on mass media consumption of household goods and cultural development
Subject Areas :
Journal of Iranian Social Development Studies
نرگس sh
1
,
باقر ساروخانی
2
,
mehrdad Navabakhsh
3
1 - دانشجوی دکتری جامعه شناسی فرهنگی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران (Emil: central_iau@yahoo.com
2 - استاد جامعه شناسی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران (نویسنده مسئول) (Emil: Sarokhani@ut.ac.ir)
3 - استاد جامعه شناسی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران (Emil: Mehrdad_Navabakhsh@yahoo.com
Received: 2016-11-23
Accepted : 2019-06-02
Published : 2019-07-23
Keywords:
consumer goods,
consumers,
media,
Cultural development,
Advertisers,
Abstract :
Today, mass media ads have a special place in promoting business and attracting customers. The senders of the message are sent to send the message in order to attract the more the audience to encourage them to act in an economic manner, that is, to buy and then to consume goods. Media advertising has brought about many changes in the lifestyle, consumer values and culture. In a study titled "The Sociological Review of Media Advertising (TV) and its Impact on Household Goods Consumption (Research in Tehran, 1394)," first, the study of available resources, including books, magazines and the Internet has been addressed. The purpose of this research is to investigate the effect of television advertising on the choice of household goods and increase the tendency to buy and use. Research method in this study, a survey method and a research tool were a Likert scale. The statistical population consisted of male and female employees of Central Organization of Islamic Azad University, and the sample size was 317 with Morgan table and 350 others were considered. The validity of the questionnaire was 967. Descriptive and inferential statistical tests were used to analyze the data. The results of this study showed that the research hypotheses were confirmed at a completely significant level. According to the results, the effect of TV advertising on the audience's attitude towards the consumption of household goods was confirmed.
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Arbabi, MohammadAli. (1971)."Business Advertisment”, Tehran, Publications of the Faculty of Social Communication Sciences.
Aghajani, Noshin &Naderinejad, Parichehr. (2011). Investigating the Role of Mass Media (Press, Radio, and Television) in Promoting Public Sports Culture, Communication culture, Vol. 1.
Azad Armaki, Taghi. (2015). “Speech on Cultural Dangers”, National Student Conference on Developmental Sociology, Mashhad, Ferdosi university.
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Ekrami, Mahmood. (2007).”Advertisment Anthropology”, Mashhad, Ivar Publication.
Loui, Porsche. (1970).”New industrial society from the point of view of Gallbrith", Mehdi Mozafari, Tehran, Tehran university publication.
Dupuis, Xavier. (1995).”Culture and Development”, Fatemeh Farahani & Zarin Ghalam, UNESCO.
Jirvand, Abdolah. (1988). “Economic Development”, No.3, Molavi Publication.
Kaur Ahluwalia, Amardeep & Preet, Kamal. (2016). "Sources of Motivation for Purchases/Purchase Requests Made by Children and Effects of TV Ads on Buying Products", http://www.jaipuria.ac.in.
Kotler, p., Armstrong, G., Sonders, J. &Wong, V. (2001).”PrincipleofMarketing”, 3rh, Prentice-Hall.
Markuze, Herbert. (1983).” Single human”, Mohsen Moayed, Tehran, Amirkabir Publication.
Moon, John &Minor, Michele. (2007). “Consumer Bahvior”, Abbas SalehArdestani, Tehran, Aan Publication.
Mousaee, Meisam. (1995). “Islam and Culture, Economi Development”, Economi Researches Journal, No.31.
Movahhad, Majid & Abbasi, Mohammad Taghi & Marhemati, Neda. (2010). “Media, gender and consumerism (study of the relationship between the use of mass media and the consumerism tendencies of youth in Shiraz)”. Journal of Strategic Studies, Women's Cultural and Social Council, No.47.
Peiman, Habibolah. (2008).”Periorities of Economic Development”, Iran of Future journal, No.4.
Piroozmand, Alireza. (2001).” Pathology of Relationship between Religion, Government and Culture after the Islamic Revolution”, Conference of Religion, Cultural Development and Third Program.
Postman, Nill. (1996).”Technopoli”, Sadegh Tabatabaee, Tehran, Soroosh.
Shams, Azadeh.)2014).”T.V. Management and Satelite in Family”, Yadafarin, Tehran.
Sarookhani, Bagher. (2014).” New Sociology of Communication (Media in Today's World) ", Tehran, Information publication.
Shahhoseini, Moghgan. (2003).” Investigating the Structure of Commercial Banners for Voice and Imaging (JSA) (Analyzing the Content of Commercial Bands Between Serials in First and Third Networks)”, Tehran, Center for Research and Evaluation of Sound and Television Program
Roosta, Ahmmad & Ghorbani, Hassan. (2009).”Consumer Behavior”, Sargol Publication, No.1.
Razaghi, Afshin. (2002).” Theories of social communication”, Tehran, Peikan Publication.
Talebi, Dalir & Akbari, Hossein. (2014).” Media and consumption, Media and Culture, Humanities and cultural studies institute, No.2.
Toodaro, Micheal. (1991).Gholamali Farjadi, No.1,Tehran, Programmimg and Boudget Organization Publication
Torabi, AliAkbar. (2002).”Advertisment Sociology”, Foroozesh, Tehran.
Razavizadeh, Nooredin. (2007).” Investigating the Effect of Media Consumption on the Lifestyle of Residents of Tehran”, Tehran: Institute of Culture and Arts and Communication.
Rasooli,Mohammad reza.(2011).Investigating the role of mass media in the formation of social capital among citizens of Yazd city, Journal of Culture of Communication, Vol. 1, No.1.
Vardinejad, Fereydoon. (2010).” Theories of persuasion and communicational”, Tehran, Management Department.
Vimer, Rojer.D & Dominique, o, joseph. (2005).”Research in Mass Media”, Kavous Seyed Emami, Tehran, Soroush Publication.
Zoragh, Mohammad Hassan. (1992).” Advertising Fundamentals”Soroush Publication, Tehran.
Zhirar, Agustín. (1993).”Cultural development”, Abdolmajid ZarinGhalam, Parvaneh Sepordeh & Ali Hashemi Gilani, Tehran.
