نشانه شناسي تبليغات شهري در ايران (با تاكيد بر بيلبوردهاي سطح شهر تهران)

A Study of Semiotics of Billboard Advertising in Tehran

This study aims to recognize the symbols and mythology dominant in civic advertisements in Tehran. In doing so, examples of hillboards on display in Tehran, Iranʹs mega-city, during the spring and summer of 1382 were analyzed. The theoretical framework for this work was taken from Ferdinand de Saussure semiotic perspective combined with the theories of Rolan Barth on dernystification analysis of advertising texts. The findings reveal the domination of a mythopctic system in lranian advertising. Parts of these myths are particular to Iranian culture and society, carrying its characteristics within the texts, and others are affected by international or super-national regional myths and are more Universalist.