The Role of Semiotics in Iranian TV Advertisement of Sanitary Products during the Covid-19 Pandemic; a Communicative Approach

Since there is a fast pace of changes in business, the elements and factors of competition are transformed in the business. The strategies that different businesses are using nowadays is finding a way to make their product or service presentation more symbolic with meaningful signs in which the consumer himself is also being engaged in the process of representation. With the outbreak of Covid-19 pandemic, the pressure of competition among businesses that offer sanitary products increased dramatically and the marketers utilized new advertising concepts through using meaningful engaging symbols and signs to their products and communicate with their potential customers. The aim of this study is to analyze how marketers in Iranian TV advertisements used these signs and symbols to increase their chance of persuasion by increasing the power of communication with their potential customers as the major aim of advertisement during the pandemic. There are different principles and theories of semiotics but for the aim of this study, which is a communicative approach, the theories of Ferdinand de Saussure and Charles pierce will be utilized as the major frameworks.