Design And Production of Press Advertisements to Optimize the Communicative Discourse in The Iraqi Media

Abstract

This study compares the design and production trends of press ads made by media institutions in Iraq. It examines how Iraqi media uses rhetorical strategies to create persuasive ads and evaluates their alignment with community needs and preferences. The study also focuses on modern advertising techniques and assesses ad quality in terms of display, images, actors' performance, and display time. The study's framework involves comparing the advertising trends used by Iraqi media. There are two main focuses of advertising: the first is to showcase the quality of the product being advertised and its price, while the second focuses on using techniques, stimuli, and mental images to grab the consumer's attention and persuade them to make a purchase. To analyze the advertisement content, a semiotic approach was used. The comparison results were obtained based on two selected advertisements that achieved the research objective.  So, the originality of this study will help Media Company’s select effective communication that has a greater impact on consumer purchase decisions of the products advertised by companies.