بررسي مولفه هاي سبك زندگي در تبليغات تجاري تلويزيون

A Study on Life Style in the Iranian Television Advertisements

This study has been conducted as to locate the life style indicators in the Iranian television advertisements. To achieve this, efforts have been made to first, present a comprehensive picture of qualitative and quantitative characteristics of commercial advertisements and second study the life styles as addressed in such advertisements. Using the content analysis method, this study examined some 370 sample advertisements of the 1999-to-2001 period with each advertisement being considered as one research unit. The results gained show that among the three styles of research , the modem style of life in front of the traditional life style has the most indicators as well as enjoying the most airing time in the television advertisements. Meanwhile, as far as life styles based on the social classes are concerned, the life style of high and middle classes cases outnumbers the lower class. On the other hand, the life style on the basis of goods consumption, the prestigious goods consuming style has been proved to be given priority comparing to that of culture-oriented goods consumption.