نوع مقاله : مقاله پژوهشی
1 دانشجوی دکتری، پژوهش هنر، پردیس بین المللی کیش، دانشگاه تهران، ایران.
2 دکتری تخصصی، استاد گروه مطالعات هنر، دانشکده هنرهای تجسمی، پردیس هنرهای زیبا، دانشگاه تهران، تهران، ایران.
عنوان مقاله [English]
Today, visual media plays an important role in depicting the cultural atmosphere of societies. In the ups and downs of the birth of cultures, anti-cultural propaganda is formed. The question that can be raised here is what factors and components play a role in transforming the discourse of a cultural propaganda into an anti-propaganda? In addition, through what mechanism does this change take place? Also, what, in principle, are the distinguishing components in the nature of an anti-propaganda? In order to achieve the desired goal, this study examines the role of visual, written elements and common or different components in designing an advertisement such as story, image, text and also the role of other elements such as slogan or text, time, place, space and other elements. Hence, this paper by studying the mentioned fundamentals seeks to analyze the form and structure of such phenomenon. The present study follows a library method and social research as well as the historiographical approach with descriptive and analytical methods. The results of this study indicate that the effective criteria for creating errors in understanding the advertising message lead to linguistic, functional and mental fallacies in cultural advertising. Whereas it is assumed that the transmission of concepts in a promotional work in the visual media is left to the components of text and image; moreover, the studies of this study also show that if the amount in the selection of these elements is inattentive to the culture and attitude of the society and does not pay attention to other factors such as the time of screening and the type of media selected, the advertising effect will not be acknowledged by the audience and will grow into an anti-advertiser.
1. Examining the structure of cultural propaganda and how anti-propaganda is formed based on the specific and structured discourse of an institution or organization.
2. Investigating the effective factors and components in turning the discourse of a cultural propaganda into an anti-propaganda.
1. What reasons, factors and components play a role in turning the discourse of a cultural propaganda into an anti-propaganda?
2. What mechanisms are used to convert culture to counter-culture?