The Study of the Suggested Model of Producing Commercial Advertisements in Radio

Subject Areas : Communication

Seyyed Amir Yusef Fakhar ¹ , Hassan Khojasteh Bagherzadeh ² , Ali Akbar Razmjoo ³

1 - Department of Radio, Radio and Television Production Faculty, IRIB University, Tehran, Iran.
2 - Department of Radio, Radio and Television Production Faculty, IRIB University, Tehran, Iran.
3 - Department of Communication, Communication and Media Faculty, IRIB University, Tehran, Iran.

Received: 2022-04-06 Accepted : 2022-06-11 Published : 2022-01-21

Keywords: Radio Production, Advertisement, Commercial Advertisements, Model,

Abstract :

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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