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Metaverse is a space that includes the real world and virtual worlds in which people use a digital and virtual representation called an avatar to be present. Metaverse is considered as the major media of commercial advertising in the future and it will play a fundamental role in terms of audience attraction and society awareness. By adopting semiotics approach, this research analyzes the preparation of the subject and the formation of the avatar in Metaverse commercials. Ten commercial advertisements of prominent brands are chosen as statistical sample, and the virtual world of Hyundai brand on Roblox is examined as the case study because of its diverse activities. Descriptive-analytical method is carried out relying on participatory observation, in a way that the researcher experiences the field, and seeks to answer two questions: 1) What kind of discourse is applied to Subject and Object interactions? 2) What is the procedure of conversion of real body to ideal body? Results show that Subject of Metaverse should be considered as a Being-actor who continuously finds itself in a lack of meaning due to Becoming-centered situation and is called to action and achieves meaning as a result of the action. Besides, the avatar could be considered as Ideal-otherness while the dialogue between physical and virtual body is possible through the third body, which is the Imaginary body, which is the main base of sensory-perceptual receptions and leads the actions of the subject.

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Sports mascots can be used as a good provider of consumer products in advertising and product marketing (from a consumer perspective); On the other hand, understanding the proper insight into the attitudes of sports consumers influenced by different factors can be effective in this regard. Therefore, the present study aims to analyse the attitude of physical education students towards the advertising of well-known sports mascots (case study: Puma brand). The methodology of this study is a descriptive survey; by purpose, it is a type of applied study. Estimating sample size in this study was done using SPSS Sample power software based on the objectives and assumptions of the research and using the tool considered (questionnaire); the assumptions considered in the form of statistical methods were analysed by Smart PLS 3 software. This study's findings indicate no significant difference between male and female students' attitudes toward the Puma sports mascot. Overall, students had a favourable and effective attitude toward Puma sports mascot advertising in the sports context. On the other hand, there was a significant difference in age concerning students' attitudes to Puma's well-known sports mascots. It is therefore recommended to marketers and practitioners that, according to the psychological characteristics of individuals, consider age groups and gender segregation to implement their advertising strategies in the context of sport.

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Nostalgia is one of the important issues in behavioral sciences, which has received the attention of some disciplines, including psychology, in recent years. The purpose of this research is to investigate the effect of nostalgic sports advertisements on the nostalgic ability of the fans of the national football team and their desire to attend the stadium. In terms of purpose, the research method is applied research, in terms of field execution method, and terms of analysis,descriptive-correlation. The statistical population included male fans of the Iranian national football team. The statistical population of this research is 100,000 people, and the sample size is 384 people based on Morgan's table. They were selected using a simple random sampling method. To collect data, nostalgic advertising questionnaire (Merchant 2013), nostalgic capability questionnaires, evoked nostalgia (Pascal 2002), nostalgic personality (Meyer, 2010), nostalgic affectivity (Routledge, 2009) and willingness to attend the stadium questionnaire (Safarzadeh, 2013) were used to collect data SPSS and Smart PLS software were used to analyze the research data. The research findings showed that the effect of nostalgic advertisements with coefficients of 0.86 and 0.30 on nostalgic ability and desire to attend the stadium was directly significant. Nostalgic ability also significantly affected fans' desire to participate in the stadium, with a coefficient of 0.52. The indirect effect of nostalgic advertisements on the desire to attend the stadium (mediated by nostalgic ability) was 0.66. For this reason, it is suggested that in the marketing based on nostalgic elements for the national football team, the typology of the fans should be done based on the types of nostalgic capabilities.
 

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Public service advertises are an important issue in social marketing, increase public awareness and develop possible solutions to issues relating public and beliefs, attitudes, and affecting behaviors. This study aims to review the impact of public service advertises on intention to donate, considering the role of mediator secretion of oxytocin hormone. Considering Experimental study, this research designed having retest and posttest with an experimental group and a control group. Statistical populations were female students of Mazandaran University. Through the matched sample for the test group and control group, 10 cases were detected. In this study, people exposed to film type of public-service advertising. blood sample was taken from each individual before and after each film.  Finally, participants were answered a questionnaire that aims to measure the variable of intention to donate. To analyze the data and test the hypotheses, SPSS18 was used.  results show that there was no significant difference and public service advertising has no effects on intention to donate with and without mediator secretion of oxytocin hormone and research hypotheses were rejected.  

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The main purpose of this paper is to investigate the effect of market structure on innovation and R&D in Iran’s manufacturing sector. To do this, first, statistical data for Iran’s manufacturing sector has been gathered in International Standard Industrial Classification (ISIC) format, then mutual effects of concentration, innovation and R&D, advertising and profitability in different industrial activities have been analyzed using simultaneous equations system and Error Component Tow Stage Least Squares (EC2SLS) during 1996-2007. The results show that industrial concentration has a significant and inverted U-shaped relationship with innovation and R&D. In addition, R&D expenditure declines with increases in profitability. The investigation of the factors affecting manufacturing structure indicates that although innovation and R&D has no effect on manufacturing structure, but profitability and performance of top firms affect their concentration. Our findings exhibit the ineffectiveness of concentration and innovational behavior on industries performance; whereas increasing market concentration results in advertising expenses and innovational behavior of firms raises advertising expenses. Similarly, the lagged and accumulated effects of R&D confirm the existence of an inverted U-shaped relationship between concentration and R&D

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This paper aims to investigate the interaction effects among market concentration, profitability, research and development (R&D), and advertising in Iran’s manufacturing sector. For this purpose, the quarterly data on Iran’s manufacturing sector was gathered in ISIC (International Standard Industrial Classification) codes, then the interaction effects of structure, conduct and performance was analyzed for industrial groups by Vector Error Correction Models (VECM) over the period 1996-2007. The results show that innovation and R&D are related to concentration, profitability and advertising within industries in the long-run. On the other hand, concentration and profitability explain 50% of variations in innovation and R&D; however, profitability, as a performance indicator, has the most effect on R&D activities in long run. Therefore, our finding is in line with Chicago-U.C.L.A theory. 

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Comparative advertising is one of the current methods of advertising goods and services. This method has been established Based on comparing products and services in the essential characteristics such as quality, raw materials, the effectiveness of the product or external elements such as price and warranty period. Comparison can be either explicit by mentioning the name and trademark of a competitor or it can only imply the comparison with other trademark. Different approaches have been adopted in different legal systems in relation to this phenomenon because on the one hand, comparative advertising can be effective in informing consumers and protecting their rights, and on the other hand it may overshadow the rights of other competitors. At first it was the French lawyers and their jurisprudence, that according to the general rules of civil liability and prohibition of misleading advertising Law, consider the comparative advertising as an example of unfair competition and so it was prohibited and punishable. However, eventually french Laws have been reformed and the this kind of advertising – by adapting some legal requirements- became legitimate. in European ::union:: comparative advertising had a similar story and after the ban, eventually with the guidelines issued by the European authorities, in compliance with the limits and conditions set forth in the guidelines, was legitimate. In Iranian Law and Islamic jurisprudence, there is no specific rules on this matter, but according to the general rules of Islamic jurisprudence, comparative advertising can be accepted as a  legitimate method of conduct.
 

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Pistachios play a vital role in Iran’s agricultural export. Recently, however, Iran has lost considerable amount of its market share in international trade. This study aimed to address the price and non-price factors affecting the pistachio markets of Iran by estimating a structural system of equations. The domestic supply and demand for pistachios in Iran along with its export demand and supply to European Union, East Asia, and West Asia markets were estimated simultaneously, during 1988 to 2015. The results indicate that Research and Development (R&D) has had a positive effect on the pistachio supply and exports. Hence, it is proposed that the allocation of R&D funding in Iran be reconsidered. However, advertising has an insignificant effect on the Iranian’s export supply in international market. Hence, reviewing the type of advertisement is a vital issue for future research. European countries are less sensitive to the Iranian’s export price of pistachios, while they pay more attention to the quality and taste of the Iranian’s pistachio.

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Considering the effect of sports on different aspects of individual and social life and its importance at the national level, the present study seeks to examine the role of mass media (radio, television, magazines and internet) in the tendency of women in Tehran. The research method is based on survey and questionnaire data collected from the women statistical society of Tehran. For that matter, 384 people were selected by multi-stage cluster sampling. They were those practicing in public parks and sports clubs in different part of Tehran. The main method in data analysis was Pearson and structural equation modeling and factor analysis with SPSS and AMOS software. Giddens and Budrillard were taken into account to explain the subject in a theatrical framework. The results show that there was a relationship between variables (age and level of development of residential area and women tendency to public sports, but there was no relationship between (academic levels, access to of sports facilities). The results also show that there was a direct and significant relationship between the dimension of media function (eduction, information and advertising, personal body management) and the tendency to public sports, among which information and advertising have the highest correlation coefficient i.e. 0/471 and personal body management had the lowest correlation coefficient of 0/171.