| Analysis of Majid brand advertising photo (Explicit content analysis approach) |
| Paper ID : 1354-SSRC-13TH |
| Authors |
|
Giti Akbari *1, aliasghar doroudian2, Habib Honari3 1AZAD UNIVERSITY OF TEHRAN THE NORTH BRANCH 2research deputy of azad university of tehran the north branch 3dean of physical education of Alame Tabatabaee |
| Abstract |
| Advertising is one of the most important components of the marketing process and its costs are usually of the highest budget of marketing plans. On the other hand, the success of advertising is a big step for the success of a brand and the sports industry is no exception to this rule. In terms of local brands, the Majid brand (Merooj) has achieved remarkable success in recent international games and the Olympics in recent years. Majid is the only Iranian brand in the field of sportswear that has been able to compete with world-renowned brands in the field of sportswear. At the 2020 Tokyo Olympics, more than 30 countries, even the United States, wore the brand's clothing. It is mentioned that one of the reasons leading to its triumph was its commercial advertising success. The purpose of this study is to examine the explicit content analysis of Majid brand commercials photos to identify the success factors of its advertising hits which would aids the country's advertising sports advertising industry. This study was analyzed with the cooperation of professional sports content makers and the authors. MAXQDA, version 10 software was used to analyze the advertising photos The strategy of the present research was the explicit content analysis and the analysis tool was Majid brand advertising photos and the data format was Jpeg type photos. The three axial codes titled "Inducing a positive feeling", "reminding the brand name" and" endorsed marketing" were identified as the success factors of Majid brand advertising photos. |
| Keywords |
| Advertising photos, Majid Brand, Explicit content analysis |
| Status: Abstract Accepted (Poster Presentation) |
