Document Type : .

Authors

• Mohammad Ali Esalati ¹
• Nasim Majidi ²
• mohamad dadgaran ³

¹ PhD student, Department of Communication Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran

² Assistant Professor, Department of Communication Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran (corresponding author)

³ Associate Professor, Department of Communication Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

audience by qualitatively analyzing TV commercials and analyzing the content of in-depth interviews of advertising experts. Multi-method research method includes two methods of qualitative content analysis and in-depth interview. Business messages broadcast in 1998 and 1999 are statistical communities for qualitative analysis. The sample size was 106 teasers. The statistical community for in-depth interviews are business advertising experts. The number of interviews conducted is seven. The method of measurement was the analysis of teasers as available documents

And the technique of recording data is obtained from the text, images and sound of advertisements. The method of measurement in interviews is interview analysis and the technique of recording data was reverse questionnaire design. Sampling method in content analysis was random sampling and in-depth interview was snowball method. The results show that TV commercials use 50 general persuasive methods and 58 partial persuasive methods.

Keywords

• Persuasion
• persuasive methods
• advertising
• commercial advertising
• television