نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد رشته علوم ارتباطات، دانشگاه علامه طباطبائی
2 دکتری زبان و ادبیات فارسی، دانشگاه آزاد اسلامی
چکیده
امروزه نشانه‌ها سراسر زندگی انسان‌ها را در برگرفته‌اند. تبلیغات نیز نظامی از نشانه‌‌هاست که در همه ساعات شبانه‌روز، ذهن و چشم افراد را تسخیر کرده است. دراین‌بین افراد معروف، گاه دستاوردی می‌شوند برای افزایش میزان نفوذ تبلیغات در اذهان عمومی. در این راستا هدف مقاله پیش رو ارائه نوعی اسطوره‌شناسی و اسطوره‌زدایی از واقعیت پنهان پشت متن تبلیغات است. در این مطالعه در قالب نظریه نشانه‌شناسی و تحلیل اسطوره بارت، دو آگهی مورد تحلیل قرارگرفته تا معنای ضمنی و مرتبه دوم پیام و متن مشخص گردد. از میان آگهی‌های بی‌شماری که در سراسر جهان و با حضور اسطوره‌های ورزشی تهیه می‌شوند این مقاله به نشانه‌شناسی تبلیغ شامپوی «کلیر» با حضور کریستیانو رونالدو و تبلیغ «روغن‌موتور کاسپین» با حضور «جواد نکونام» پرداخته تا تأثیر حضور این افراد بر عملکرد تبلیغ نشان داده شود. درنهایت این تحقیق به این نتیجه رسید که این اسطوره‌ها به بازنمایی واقعیت پرداخته و شرایط را آرمانی‌تر از چیزی که هست نشان داده و بدین‌وسیله مخاطبان زیادی برای خود فراهم می‌کنند.
کلیدواژه‌ها
عنوان مقاله [English]
Representation of Sports Celebrity in Television Commercials (The Semiotics of "Clear" Shampoo and "Caspian" Motor Oil Advertising)
نویسندگان [English]
- Masoud Taghi Abadi 1
- Hamid Taghi Abadi 2
1 M.A. of Communication Science, Allameh Tabataba'i University
2 Ph.D. in Persian Language and Literature in Azad University
چکیده [English]
Today, signs have taken over all human lives. Meanwhile, advertising is a sign system that has captured people's minds and eyes all day and night. In the meantime, celebrities are occasionally made to increase the amount of advertising penetration in public. In this regard, the purpose of the present article is to present a kind of mythology and a demythologizing of the hidden reality behind the text of the advertisement. In this study, in the form of semiotic theory and analysis of Barth's mythology, two ads have been analyzed to determine the implicit meaning of the second order of the message and the text. Among the numerous advertisements that are being made all over the world with the presence of sports celebrities, this article deals with the semiotics of the advertisement of "Clear" shampoo with the presence of Cristiano Ronaldo, and the "Caspian Motor Oil" with the presence of Javad Nekounam To demonstrate the impact of these people on ad performance. Eventually, the study concluded that these myths represent a reality and show the situation more ambitious than what it is, and thereby reach out to many audiences.
کلیدواژه‌ها [English]
- Commercial Advertising
- Sports celebrity
- Myth
- Semiotics
- Barthes
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