Presentation of the Effective Factor Principles of the Content of a Printable Advertising Message Based on the Phenomenological Approach
Subject Areas : Ethics and Islamic Education
nima shojaei
1
,
Kambiz heidarzadeh
2
*
,
Ahmad Rousta
3
1 -
2 -
3 -
Keywords: Phenomenology of advertising message, print advertising, effective content factors, brand attitude, attitude towards advertising.,
Abstract :
The purpose of this study is to present a model of the effective factors of the content of a printed advertisement message based on the phenomenological approach. In this research, the phenomenological method has been used. In this study, employees of the I-Soda Company were interviewed as interviewees, with an interview with 4 people, theoretical saturation. To confirm the reliability of the study, raw data was presented to compare the construction of the theory with raw data. Audit techniques have also been used and the angle method has been used to assess validity. The results of the extraction of concepts, categories and themes from four interviews with managers and chocolate industry activists have led to identifying the variables (themes) and the components of each variable from the viewpoint of the activists and industry managers. Also, given that all the interviewees are among the activists in the company, they will be more reliant on the results obtained from interviewing the subjects. 9 The determinant component of the content (content) of the message is the following: Advertising attitudes, Brand Attitudes, Attitudes toward the Manufacturing Industry, Attitudes toward the Market, Attitudes towards Packaging, Attitudes towards Imports, Attitudes towards Exports, Attitudes to Shopping , Attitude towards consumption.
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