عنوان مقاله [English]
Commercial advertising is a challenging branch of the communication science. An area that has grown along the growth of media technologies and accordingly has produced a lot of questions. But in the two strains of either the admission or rejection of the commercial propaganda the question that “can this area be used based on a structure that is tailored to the real needs of the humans”, no desirable answer has been given. The precise answer to this question, especially in countries where whose values, cultural and intellectual foundations are different from capitalist systems, could lead to the creation of an indigenous-scientific basis for this area. If media policy making in those countries passes this principle, it would cause far more destructive effects than what the advertisements has left behind in the West.
This paper, with such outlook, follows understanding of the commercial and its pathology. The present paper is the outcome of a research work entitled “study of the policy making process and approach of the commercials planning of the IRIB in 1996-2006 decade”. To this end, based on the policy study method, the process of the commercials of the IRIB been considered as a case and then with the study of documents and interview with the experts, professors and pundits, the field of the commercials was examined. This study shows that policy making for the commercials in this media before passing through the scientific channel of the experts and the filter of their look has been made due to economic developments. The planning approach in this area is not expedient-oriented.