Semiotics of Moral Outdoor Publicities in Tehran, Case Study of “War, Work, till Victory…” Publicity Collection
Subject Areas : Media Management
Arash Taheri
1
(کارشناس ارشد علوم ارتباطات اجتماعی دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران)
Afsaneh Mozaffari
2
(استادیار علوم ارتباطات اجتماعی دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران
عهده دار مکاتبات)
Keywords: Cultural myths, Outdoor publicities, Rhetoric Analysis, Semiotics,
Abstract :
Outdoor publicities are widespread media texts which target all group and class of people in a society. Because of this, through designing public massages in frame of moral recommendations, dominant cultural discourse of political power try to use capability of these media texts in order to establishing official values and beliefs in the mind of majority of people. In fact, influence of political power's interests in public institution like municipalities tend to make neutral space of urban trafficking more Ideological. Main objective of this research is to analyze manners of serving "cultural myths" in a specific case of outdoor publicities in Tehran. To achieve this goal, after choosing outdoor publicity Collection named “War, Work, till Victory…” as a case study, we analyze and evaluate practicing rhetoric of moral outdoor publicities in order to produce and reproduce of cultural myths trough semiotics methodology. Results shown in case study of this research, combination of various signal elements in forms of deferent designing techniques of outdoor publicities applied to reproducing such cultural myths which connected to religious-political values of Islamic revolution, resistance and social continuity on this values and transcends of spiritual approach in social life. Finally, goal-oriented designing of structural elements synthetics of the text in moral outdoor publicities, can be served for producing a discourse based on native and national values in order to establishing cultural myths.