تبلیغات محیطی

Open Access Article

1 - Representing a Model For Effectiveness Appraisal of Cultural Environmental Advertisment in Isfahan City Based on Mixe-Method Approach
دیبا Hashemi Feharaki Reza Ebrahimzadeh Akbar Etebarian Alborz Ghitani

10.30495/mediastudies.2022.60970.1389

Cultural environmental advertising is one of the most effective ways to spread the culture of citizenships, ideas and useful social measures. The present study seeks to provide a model for evaluating the effectiveness of cultural and social environmental advertising bas More

Cultural environmental advertising is one of the most effective ways to spread the culture of citizenships, ideas and useful social measures. The present study seeks to provide a model for evaluating the effectiveness of cultural and social environmental advertising based on a mixed exploratory approach. First, the qualitative part was evaluated using the meta-combined method based on the seven-step method of Sandowski and Barroso (2007), more than 200 articles and texts, and 58 related and valid sources were used based on the criteria of the meta-combined method. The results of the first part were obtained 15 main categories in the field of causal conditions, 3 main categories in the field of strategies, 4 main categories in intervention factors, 2 main categories in underlying factors and finally 3 main categories in the field of poppies that the results were presented in the form of a structural model based on axial coding. Then, a small part was examined by presenting a sample of cultural and social environmental advertisements of Isfahan Municipality to 589 people and was approved by the method of confirmatory and exploratory factor analysis of the components of evaluating the effectiveness of environmental cultural dverti. The results showed that in order for cultural advertising to be effective, it is necessary to pay attention to the content and information aspects of advertising. Also the factors such as creativity , novelty, transparency and frankness, attention, advertising attraction, credibility,advertising credibility and social responsibility. which are useful in presenting an effective cultural advertising. Manuscript profile

Open Access Article

2 - Semiotics of Moral Outdoor Publicities in Tehran, Case Study of “War, Work, till Victory…” Publicity Collection
Arash Taheri Afsaneh Mozaffari

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 me More

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.   Manuscript profile

Open Access Article

3 - The effect of Outdoor Advertising with the mediating role of Brand Equity on brand image from the viewpoints of Isfahan Sporting Goods customers (Case study: Darafsh sportswear brand)
Abbas Ghaedamini Harouni Reza Ebrahimzadeh Dastjerdi Mehrdad Sadeghi deh cheshmeh Homira abdi

The purpose of this study was to determine the effect of Outdoor Advertising with the mediating role of brand equity on brand image from the viewpoints of Isfahan Sporting Goods customers (Case study: Darafsh sport apparel brand). The sample size of the study was 384 ac More

The purpose of this study was to determine the effect of Outdoor Advertising with the mediating role of brand equity on brand image from the viewpoints of Isfahan Sporting Goods customers (Case study: Darafsh sport apparel brand). The sample size of the study was 384 according to Morgan table. The research tool was Taylor's et al. (2006) standard questionnaire of environmental advertising, Olson brand specific value questionnaire. (2008) and the Ahmed Salam Brand Image Standard Questionnaire (2017) The validity of the questionnaires was assessed by content validity using the experts' viewpoints, formally based on the viewpoints of a number of statistical populations and constructs with factor analysis method, and after validity terms were validated, and the other by question validity. Letters were estimated using Cronbach's alpha for Outdoor Advertising 0.90, brand equity 0.95 and brand image 0.91, respectively. (SEM). The results showed that Outdoor Advertising had a coefficient of influence of 0.77 on brand image and this effect was significant less than 0.05. On the other hand, the value of moderating effect of brand equity was 0.55 and this value was significant less than 0.05, this moderating effect was significant. Manuscript profile

Open Access Article

4 - Recognizing of Effective Factors on Welcoming Advertising Billboard by Business Companies in Hormozgan Province (Case Study: Advertising Company)
R. Samadi Tirandazi R. Ahmadi A. Tizro S. Mohammadipour

The study seeks to identify and determine the importance of effective factors on welcoming business companies from suburban billboards in Hormozgan province. Recognizing these factors offers  solutions for more attraction of  billboards  and  their w More

The study seeks to identify and determine the importance of effective factors on welcoming business companies from suburban billboards in Hormozgan province. Recognizing these factors offers  solutions for more attraction of  billboards  and  their welcoming .This study is applied base on purpose and base on data collection  is  survey  . Statistical community of this research is all active advertising companies in Bandarabbas (45 companies) that includes 80 advertising experts. The main  tool for data collection is interview and questionnaire. After assessing reliability and validity of  questionnaire, they were distributed among of advertising experts  and 61 questionnaires were returned. obtained  data were analyzed by descriptive statistics , one sample T-Test and Friedman Test  in SPSS software. The results indicate that the main factors identified  are related to business companies , roads , advertising companies and billboard and among of these factors , traffic rate in road , road type , the business company perception of  billboard media and its effectiveness , the kind of marketing activities of advertising companies , financial ability of business companies are more important.  Manuscript profile

Open Access Article

5 - The role of advertising on the community of cultural products, among of families in Tehran city
Nazli Abdollahi محمد سلطانی‌فر عباسعلی gh

The purpose of the research: The purpose of this study is to investigate the impact of advertising and its types on the consumption of cultural products among the families of Tehran. Methodology: The current research is applied in terms of purpose and based on the metho More

The purpose of the research: The purpose of this study is to investigate the impact of advertising and its types on the consumption of cultural products among the families of Tehran. Methodology: The current research is applied in terms of purpose and based on the method of collecting descriptive-survey data. The statistical population of this study was Tehranian families of students of Faculty of Management, Tehran University of Science Research, which were selected using purposeful sampling of Tehranian students' families in cultural affairs management, based on a census of 97 samples. Findings: The results obtained from structural equations in Lisrel software showed that street, print, inductive, and propagation variables influenced the consumption of cultural products by respondents and had the greatest impact on street advertising with a coefficient of 0.52 and the least impact on propaganda variable with a coefficient of 0.32 on consumption of cultural products. Discussion and Conclusion: Advertisements can be made with the latest technology to inform cultural products. Promotion of cultural products can also affect the people of the community and will bring about the exchange of ideas and meeting the social needs of individuals. Manuscript profile

Open Access Article

6 - Analyzing the effectiveness of Isfahan municipality's cultural environmental advertising in order to provide a model
Diba hashemi fesharaki Reza Ebrahimzadeh akbar etebarian Alborz Ghitani

10.30495/jcm.2022.65724.1582

Screening of cultural and environmental advertisements by using the principles of advertisements in the city leads to changing the behavior and making citizens more familiar with the duties and culture of citizenship. The purpose of this study is to identify the effecti More

Screening of cultural and environmental advertisements by using the principles of advertisements in the city leads to changing the behavior and making citizens more familiar with the duties and culture of citizenship. The purpose of this study is to identify the effective components in the effectiveness of cultural and environmental advertising that uses a combination research method in both qualitative and quantitative phases to provide a model of the effectiveness of cultural and environmental advertising. In the qualitative part, using the seven-step meta-hybrid approach of Sandowski and Barroso, fifteen main components related to "causal conditions"; A key component for the "underlying factors" component; Four main components for the "interfering factors" component; Three main components were obtained for the "strategies" component and six main components were obtained for the "consequences" component. The reliability of 0.72 was confirmed by evaluation among validation experts using Fleiss kappa coefficient. In the quantitative section, fourteen samples of advertisements of the Citizenship Culture Committee of Isfahan Municipality were presented to 589 people to confirm the qualitative findings in order to evaluate the components of the effectiveness of cultural advertisements. The validity of the questions was confirmed by experts and the reliability was obtained using Cronbach's alpha 0.87.The results showed that the components of using creativity, proper selection of content, repetition, location and position of the advertisement are among the important factors for presenting an effective cultural advertisement Manuscript profile

Open Access Article

7 - Measuring the effect of the color of environmental advertisements on the urban landscape of Mashhad's Felestin Street
pouya matini Hadi Sarvari

As the main factor of advertising in the last century and as the newest one, environmental advertising is one of the building components of the city landscape. Although advertising is one of the methods of beautifying the urban landscape, sometimes people use urban spac More

As the main factor of advertising in the last century and as the newest one, environmental advertising is one of the building components of the city landscape. Although advertising is one of the methods of beautifying the urban landscape, sometimes people use urban spaces for advertising regardless of their visual beauty. The landscape of urban spaces is affected by many factors. Environmental advertising is one of the most important influencing factors in terms of urban spaces due to its close relationship with the body of the city and also an objective factor in people's eyes. Therefore, the role of environmental advertising in the urban landscape is of great importance, in order to develop an organizing plan or to modify urban views. The purpose of this research is to measure the effect of environmental advertising color on the urban landscape in Felestin Street, Mashhad, in order to use it to improve the quality of the landscape in this area. In this research, by using a questionnaire and a population of 352 people and spss software, information related to advertising boards in Felestin was collected and by using analysis methods and Spearman's correlation test and multiple regression, as well as field observation and collection, the resulting information was processed. has been The results obtained from this research show that there is a significant relationship between the color of environmental advertisements and urban landscape, and the attention to color in environmental advertisements, according to the investigations and the use of Spearman's test, where the significance level was less than 0.05. It has a direct effect on increasing the quality of urban landscapes, and in particular, according to the obtained regression coefficient (0.04), it can be concluded that the color of environmental protection has little effect on the urban landscape of Felestin Street. Manuscript profile

Open Access Article

8 - The relation between visual image of regions within city of Tehran and the expected behavior of citizens
نیره زیبایی دکتر راضیه رضا زاده

Urban design and planning is now influenced by new approaches and different schools of thought.  The visual image of the city for architects and urban designers is now more important than ever before especially in urban metropolitan centers.  The present study More

Urban design and planning is now influenced by new approaches and different schools of thought.  The visual image of the city for architects and urban designers is now more important than ever before especially in urban metropolitan centers.  The present study is aimed to investigate the relation between visual image of the city of Tehran and the expected behavior of citizens. The subject group consists of professionals employed in architecture, urban planning, and beautification department of City of Tehran as dispersed in the 22 regional offices.  The sample size was 253 consisting of various age groups and both male and female employee.  The data was gathered through a designed questionnaire, and the descriptive and analytical statistical techniques were used to explore the data.  The results show that the main hypothesis of the research, there is a correlation between the visual image of the city and the expected behavior of citizens.  Also the results show that there are correlations between the visual image of Tehran and vandalism, urban security, citizen's calmness and orientation. Therefore it seems that further attention of authorities and urban planners to the issues of visual image of the city of Tehran would provide further possibilities for satisfaction with and preference of citizens. Manuscript profile

Open Access Article

9 - Double diffusive reaction-convection in fluid layer with viscous fluid
Vinod K. Gupta A.__K.__Singh A.__K.__Singh

Manuscript profile

Open Access Article

10 - بررسی تاثیر سرمایه فرهنگی با نقش میانجی تبلیغات محیطی بر رفتار خرید مصرف کننده (مورد مطالعه: مشتریان کتاب فروشی‌های شهر اصفهان)
عباس قائدامینی هارونی علی رشیدپور مجید ماهرانی برزانی مهرداد صادقی ده چشمه

93

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Open Access Article

11 - نقش تبلیغات محیطی(تبلیغات بدنه اتوبوس های درون شهری)بر ترغیب مخاطب به خرید کالا در منطقه 14 تهران
نسیم قهرودی فرزانه عباسی

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Open Access Article

12 - The Role of outdoor advertising (billboards, television urban) on the participation of citizens in the implementation of the blue sky, the earth clean
Amir Fallah Somayeh Tajik Ismaeili

This research has been conducted to examine the role of environmental advertising (billboards and urban television) on the participation of citizens in the implementation of a blue sky and clean land. The theoretical foundations of this research are based on persuasion More

This research has been conducted to examine the role of environmental advertising (billboards and urban television) on the participation of citizens in the implementation of a blue sky and clean land. The theoretical foundations of this research are based on persuasion ideas, the theory of audience dependence, the Cohen socialization theory, the theory of cultural habits and the theory of highlighting, according to which, and finally, the theory of excellence and persuasion theories were presented collectively as the theory that the goals and The hypotheses and the research model are based on it. This research is a survey with the purpose of applying and using the method of researcher-made questionnaire. The questionnaires were distributed through cluster sampling method and distributed through the Cochran formula between 300 residents of Tehran, aged 18-60 years old, from five districts of north, south, east, west and center of Tehran. Cronbach's alpha test showed that the main indexes of this research have high reliability coefficients. The statistical techniques used are the frequency distribution table, columnar and circular graphs, central statistics and dispersion, correlation between variables, and bivariate regression, f test and t test, which was performed with SPSS software. The dependent variable is the citizenship participation research and the independent variable of that environmental advertisement. Findings show that highlighting, content and diversity of promotional messages affect citizen participation and have the greatest impact on the variable of message diversity. City billboards and televisions change the attitudes and insights of individuals and change their behavior according to the proposed pattern of clean blue sky. Manuscript profile

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