Document Type : Original Article


1 Associate Professor, Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

2 Master of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

3 PhD in Business Administration, Business Policy, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran


This study aims to identify the specific perception of high-consumption audiences of national brands of dairy products labeled "traditional". Therefore, it analyzes and compares the message of the sender (package designer) and what the recipient (recipient of the goods) has received. To achieve the goal of the research, with the help of a semiotic approach, first by describing the work, visual signs, both visual and written, and determining the importance of each of them, the location and description of the types of symbols used in the work are discussed. After describing the work, by the method of "Martin Jolie" analysis, the messages in the work were examined in three sections: visual, iconic, and linguistic messages; Finally, with the help of "Roland Barthes" method in image analysis, explicit and implicit implications of the content of the work were identified. Analysis of research findings showed that three types of visual, linguistic, and iconic messages are of special importance in each package. In visual messages, the three elements of color, packaging material, texture, and packaging form the most important roles in conveying the "traditional" concept to a dairy product. In examining language messages, the choice of name, font, and written language is very important, and each can have implicit and conceptual implications; Finally, in the messages, explicit and implicit meanings in the images are examined and their importance is determined


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