مطالب

For a long time, humans have used plant motifs on objects such as pottery, goblet, and others, which sometimes have a symbolic appearance and were very important in the relics of a particular period. One of the most important motifs, that has a Mesopotamian origin, is the tree of life. The tree of life is a plant that is found in many mythical traditions of the Near East such as Mesopotamia, Anatolia and Egypt. The flower of life or the motif of geometric rosette is another valuable motif with six petals. In this paper, the authors first discuss the symbols and symbolism and then investigate the background of the tree of life and then discuss the motif of geometric rostte or flower of life, and later focus on the Golden, Silver and Bronze findings at the sites of Marlik, Amarlu in Gilan and Kelardasht in Mazandaran related to iron age of Iran and investigate the impact of this symbolic motif on archaeological findings in the surrounding sites that have probably transformed the motif of the tree of life into the flower of life. This motif emerged among the communities of northern Iran during a period almost identical to the Assyrian era at the bottom of the Golden and Silver and Bronze goblets and is a kind of symbol of the tree of life that then the artists replaced the sacred tree with six petal rosette.

“Animal drawing in row” has been important and a widely-used style in Mesopotamia, as well as in Persia which is mainly depicted on pottery and metals. This style is also depicted on Greek pottery. The question is: How did “animal drawing in row” affect Greek pottery art. In terms of mythological stories and mythical creatures, this style is close to Greek traditions therefore it had been warmly welcomed and applied by Greek artists. These effects could have also occurred due to enormous trade between Greece and its colonies on the one hand and Syrian, Phoenician, Mesopotamian and Persian civilizations on the other. The purpose of this study is to compare this method in some of Iranian pottery discovered from Marlik, Hasanlu, Elamite and Achaemenid civilization, to Greek pottery. The research method is descriptive-comparative. On pottery and metal vessels, this technique starts with single drawing row, and ends with multi rows. The number of rows in most cases depended on the size and the surface of vessel or pot.

Purpose: Nowadays, the use of sports and famous athletes in advertising has become one of the most common advertising practices. Therefore, the purpose of this research was to investigate the ability of predicting the indices of attractiveness, expertise, and trustworthiness of the renowned sport endorser on the consumers' willingness to buy sporting and non-sporting goods. Method: This study was a quasi-experimental study on a sample of 150 students of sport science at Ferdowsi University of Iran. The statistical sample was divided into two homogeneous groups; for one month, one group watched the advertisements of an artificial sport product and the other group watched the advertisements of an artificial non-sport product endorsed by the famous sport personality on the telegram. Finally, the results were analyzed by completing standard questionnaires of purchase willingness (Zichkowski, 1985) and advertising celebrities (Ohanian, 1990) and simultaneous regression statistical methods. Results: The results showed that all three indices of attractiveness, expertise, and trustworthiness of the renowned sports endorser have high predictive power for the tendency to purchase sporting and non-sporting goods. Also in the sporting goods group, the expertise, and in the non-sporting goods group, the attractiveness had the highest predictive power of tendency to buy. On the other hand, there is a significant difference between the perception of the popular sport endorsing indices in advertising sporting and non-sporting goods. Conclusions: Through a promotional period for two endorsed sporting and non-sporting products, this study provides useful findings for product and service institutions to select and employ renowned athletes to endorse their products and influence consumers' purchase intention. In the text, the detailed descriptions of the expected results and discussions have been reported.