In collaboration with Payame Noor University and Iranian Scientific association of sport management

Document Type : Research Paper

Authors

1 M.A. of Communication Science, Allameh Tabataba'i University

2 Ph.D. in Persian Language and Literature in Azad University

Abstract

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.

Keywords

  1. Abazari, Yousef (2001), "Roland Barthes and Myth and Cultural Studies," arghanon Magazine, vol. 18. (in Persian)
  2. Bajmalouye Rostami, Hamideh (2014) "The Effect of Famous People in Advertising on Intent to Buy in Customers", Master's Degree in Business Administration, School   of Management and Accounting, Allameh Tabatabaei University. (in Persian)
  3. Bashir, Hassan, Jafari haftkhaani, Nader (2007), "An Introduction   to the Use of Semiotics in     Analyzing Advertising Messages; Case Study: Press Reports", Journal of Management Thought, First Year, No. 2, Autumn and Winter. (in Persian)
  4. Chaharbalesh, Maryam (2012), "Ronaldo and Messi war came into production of shoe", the monthly shoe industry, 19th Year. (in Persian)
  5. Chizari, Zahra (2011), "An Analysis on Semantics in Commercial Advertising", uploaded at www.borhan.ir, accessed on 19/2/2015. (in Persian)
  6. Sojudi, Farzan (2011), Applied Semiotics, Science Publishing, Tehran. (in Persian)
  7. Fotouhi, Mahmoud (2011), Semantics of Roland Barthes and its Impact on Cultural Studies, Criticism paper (Proceedings of the First National Conference on Literary Criticism in Iran, Tehran: Book House Publishing, (in Persian)
  8. Faramarzi, Mohsen (2011), Comparative Analysis With a semiotic approach of Iranian TV Commercials and Satellite Networks, Journal of Media Studies, Vol. 6, No. 12. (in Persian)
  9. ghahremani, Maryam (2014), Translation and Critical Discourse Analysis (Semiotic Approach), Tehran: Science Publishing. (in Persian)
  10. Abdollahian, Hamid. Hasani, Hossein (2010), "Commercial Advertising and Consumerism; Semantic Analysis of TV Commercial Advertisements in Iran", Journal of Research in Communications, Year 17, Issue 2. (in Persian)
  11. Sadeghi, Leila (2012), "Integration of Text and Image in Literary Texts Based on Conceptual Integration Theory", Journal of Linguistic Queries, Volume 4, Numbered 15. (in Persian)
  12. Mohammadian Mahmoud (2009) Advertising Management, Tehran: Horoufiyeh Publications, Fourth Edition. (in Persian)
  13. Antonovica, Arta & Curiel, Javier de Esteban (2016), "Sport celebrities multiple use in marketing messages: Example of the Spanish tennis player Rafael Nadal", Marketing and Branding Research 3(2016) 179-193
  14. Brigham, Christopher Michael (2011), "Sport Website Advertising: The Impact of Congruity and Endorsement on Banner Advertising Effectiveness", thesis submitted in University of Central Missouri
  15. Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(1), 108-118.
  16. Jasmina, Ilicic, Cynthia M.  Webster. (2001). ”Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention“, Australasian Marketing Journal (AMJ) 19(4):230-237
  17. Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing brand equity (1st ed.). Upper Saddle River, NJ: Prentice-Hall
  18. Matthew , Tingchi Liu, James L. Brock, (2011) " Selecting a female athlete endorser in China: The effect of attractiveness, match‐up, and consumer gender difference ", European Journal of Marketing, Vol. 45 Iss: 7/8, pp.1214 – 1235
  19. Rich Thomaselli,”GILLETTE TO SIGN DAVID BECKHAM TO PROMO DEAL Multi-Year Contract With Soccer Star Estimated at $50 Million
  20. Ruihley, B. J., Runyan, R. C., & Lear, K. E. (2010). The use of sport celebrities in advertising: a replication and extension. Sport Marketing Quarterly, 19(3), 132-142.