ارائه مدل اقناع آگهی های تبلیغاتی تجاری با رویکرد ترویج تولید ملی (مطالعه موردی: رسانه ملی) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف: هدف اصلی این پژوهش، ارائه مدلی برای راهبرد اقناع تبلیغات با رویکرد ملی گرایی در رسانه ملی است. روش: این پژوهش از لحاظ هدف، کاربردی و از نوع اکتشافی است. برای دستیابی به هدف پژوهش از روش کیفی (مصاحبه) استفاده شده است. داده های کیفی با استفاده از مصاحبه عمیق جمع آوری شدند. تجزیه وتحلیل داده ها با استفاده از کدگذاری باز، کدگذاری محوری و کدگذاری گزینشی انجام شد. پس از خواندن خط به خط متن مصاحبه ها و جمع آوری و بررسی داده ها، کدگذاری باز انجام گرفت. کدهایی که اشتراک مفهومی داشتند، ذیل یک مقوله قرار گرفتند. مقوله های اولیه، بر اساس مفاهیم به دست آمده شکل گرفتند. از کدگذاری باز و مقوله پردازی داده ها، برای شناسایی معیارها و زیرمعیارهای تدوین مدل پژوهش استفاده شد. یافته ها: برای اطمینان از پایایی پژوهش، استاد راهنما فرایند پژوهش را بررسی کرد و بازبینی آن با همکاری ناظران دیگر انجام شد. به منظور تأیید روایی نتایج نیز با اجازه مصاحبه شوندگان، هنگام مصاحبه، هم زمان با نکته برداری، کل مصاحبه ها ضبط شد. در پژوهش حاضر، یک مدل پارادایمی ارائه شده که محور اصلی آن، اقناع رسانه ملی در راستای ترویج تولید ملی است. بر اساس نتایج به دست آمده، «اجماع ملی و سازمانی»، «الزامات جغرافیایی» و «رشد اقتصادی»، سه ویژگی مهم حمایت از تولید داخلی است که در صورت حمایت نهادهایی از جمله سازمان صداوسیما، تحقق خواهد یافت. نتیجه گیری: در این پژوهش، الگوی پارادایمی اقناع آگهی های تبلیغاتی تجاری با رویکرد ترویج تولید ملی و به طور خاص، در رسانه ملی تدوین شد. الگوی پژوهش مشتمل بر ۱۰ مقوله اصلی است که محور اصلی، اقناع رسانه ملی در راستای ترویج تولید ملی است. در این الگو شرایط علّی، چهار مقوله کمک به اقتصاد داخلی، الزامات جغرافیایی، اجماع ملی و سازمانی را دربرمی گیرد. همچنین سه راهبرد برای نیل به هدف پژوهش انتخاب شد که عبارت است از: صرفه اقتصادی، تاکتیک های مدیریتی و امنیت.Presenting the Persuasion Model of Commercial Advertisements with the Approach of Promoting National Production; A Case Study in Islamic Republic of Iran Broadcasting (IRIB)
Objective
Advertising is an almost complex topic that has been continuously investigated from different angles. Successful advertising is based on principles such as advertising psychology and knowing the target market. In making a television commercial, special attention should be paid to various aspects of advertising in terms of psychology, sociology, and artistic and literary aspects of advertising, and television advertising should be done in the form of a broad advertising campaign to influence the audience. In this regard, persuasion seems to be the primary goal of any kind of communication, including human or media. To make television commercials a lot of money is spent and at the end the final result is measured by influencing some audiences’ feedback when this process reaches the highest level, it is said that persuasion is made. For a medium to have a deep impact on its audience, it must acquire lyrical techniques. Once the audience is convinced, their attitude and perspective usually changes and they imitate the lifestyle and behavior of the person who convinced them. Therefore, the central issue in this research is outlining the persuasion strategy of advertisements in the national media. That is, how to design or present the domestic product advertising strategy in the national media, relying on the most important persuasive features.
Research Methodology
The research was conducted with a qualitative approach and in the method of grounded theory with 17 experts in the field of media, an in-depth and open interview. In the next three steps, coding, re-selection and selection of data, analysis and continuous comparison between them were done and finally, the desired pattern was extracted in the framework of a paradigm model.
Findings
The findings showed that to convince commercial advertisements with the approach of spreading national production, it is necessary to pay attention to the causal situations firs. The first category of the causal position was called aid to the domestic economy, which refers to things like promotion of domestic production, promotion of employment and non-dependence on foreign production. The second category was geographical requirements. As Iran is seeking to reduce reliance on oil and imports and promote production and exports, relying on the income of the single-product economy and crude oil export hampers achieving such goals. Active and dynamic economic development requires a strategic and principled program, based on popularizing the economy by giving more opportunities to private sector activists and eliminating obstacles and problems in this part. In such a way that the private sector is the engine and the main driver of economic and industrial growth by using its capital and the use and participation of non-governmental funds, the maximum use of human resources and the use of competent management, besides fulfilling its duties in the economic and industrial growth of the country, is able to achieve the development goals of the government. Therefore, the realization of these goals requires a national consensus and efficient organization. The present study is focused on the Islamic Republic of Iran Broadcasting as a media organization.
Discussion & Conclusion
In this study, the paradigmatic framework of persuasion of commercial advertisements was prepared by the national production diffusion approach (a case study in the national media). The research framework including 10 main categories was presented, the main focus of which is persuading the national media regarding the dissemination of national production. This framework of causal conditions includes four categories of help to the domestic economy, geographical requirements, as well as national and organizational consensus. In addition, three strategies were chosen to achieve the goal of the research, which included economic efficiency, management strategies, and security.
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