iraj gharedaghi; aliakbar rezaei; Abbasali Ghayoumi; seyed reza salehi Amiri; mohamad soltanifar
Abstract
The upcoming research aims to provide a suitable model for advertising cultural products. In this research, the process of advertising cultural products in the media space of the country (television, newspapers and magazines) and its changes and developments have been investigated and scrutinized from ...
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The upcoming research aims to provide a suitable model for advertising cultural products. In this research, the process of advertising cultural products in the media space of the country (television, newspapers and magazines) and its changes and developments have been investigated and scrutinized from different angles and according to the dimensions, components, indicators, effective factors and Its features should be presented as a suitable, comprehensive and integrated local model for advertising cultural products.The approach used in the present research is quantitative and qualitative (mixed) method. The statistical research community includes academic experts and scientific and executive professionals active in the field of advertising cultural products and media space, which is based on the views of 18 experts and 385 advertising activists with the systemic approach of Strauss and Corbin, during three stages of open and central coding. and selected, 50 concepts and 12 categories were extracted. Among these, advertising of cultural products as the central category and 11 other items formed the basis of the data theory of the research. The findings showed that of the four main categories of causal, central, strategic conditions and consequences, respectively, government policies based on supporting cultural productions and changing attitudes towards their products or commodities, having an advertising and information program, institutional trainings at the two levels of producers and family institutions, and emphasis on preserving the identity and original values of society have the highest level of emphasis. Therefore, within the framework of theoretical research literature, experts' point of view and the use to Grounded Theory, a proposed model for advertising cultural products in Iran's media space was designed and compiled.
