عنوان مقاله [English]
نویسنده [English]چکیده [English]
Trying to describe the ideal society and the ways to achieve it by the mass media is one of their mission. The mass media, in addition to the introduction of goods and services, the ideal society of human life as well as connotation to portray. In this research to discover ideal society, commercial advertisements as cultural texts, based on Roland Barthes semiotic approach were analyzed. Among the commercial G·hyHay televised Islamic Republic of Iran in July of 1395, 32 were selected for the analysis of targeted ads. By Category commercials that eight floors were divided; the results showed that the ideal society in communication technology democracy in Financial Services-driven economy in the appliance: consumerism, luxury and diversification in food and clothing : leisure and consumerism in detergents and cleaners: consumerism and prosperity in Health & Beauty products: body adornment with consumerism and naturalism in travel services capitalism and luxury and service in the field of culture family-oriented and the importance of the role of women within the family is represented.