Arash Behjo, director and creator of commercials, also commented on the
poems used in the ads: "What poems are used in advertisements depends on the
opinion of advertising companies; "Some of these companies sometimes do not
know poets with appropriate taste and education, and even if they do, they
prefer to use hand-drawn poems and songs in order to save money." He
continued, "For example, in one of the commercials I did, I asked Ali
Moallem to write a poem for this commercial, but as I said, these companies
prefer not to use well-known poets and help people because of the cost.”They
find that he is not familiar with poetry and literature at all."
Behjo explained, "In some of these ads, they measure the level of knowledge
of the audience and say that if we use words that have a high literary load,
we lose our general audience, so from poems with slang and more
comprehensive words that are at a low level is also used. "It's been a long
time since I have seen an advertisement that uses a good text and poetry."
The director pointed out, "Sometimes a poem is first written for an
advertisement and then composed, but sometimes the opposite is done, first
the song is made and then it is said that the poem is usually not good
poems, or poems are put on well-known songs.”Often these poems are also
misunderstood."
"There is another problem in this area," he added. For example, I once wrote
a poem for a commercial, but when the speaker read it, the poem I had worked
so hard on lost its meaning because the word shifted and it was misread.
"Therefore, the speaker of the commercial is another element in the success
and acceptance of the poetry and song of the commercial." The cases
mentioned by these experts suggest that capital owners, advertising
companies, and radio and television should pay more attention so that
audiences in this field can experience stronger poetry.
Of course, this does not mean that these poems should have a glorious tone
and follow exactly classical or contemporary literature, but it does mean
that these poems should be composed while preserving the audience's respect.
In case of using conversational poems, there should be respect too and they
should know that the Iranian audience is a person whose life is accustomed
to poetry.
The study of the works of sweet poets, past and present, shows that even
with the simplest words, a sweet poem with a message can be presented to the
audience. Good and appropriate poems should be used even for advertisements
and our literary treasures should not be allowed to change even in this type
of advertising poems. Additionally, the audience should not be accustomed to
hearing less valuable poems.
Opening of a factory for transparent polymer coatings.
The new transparent polymer coatings factory was inaugurated in the presence
of the Deputy Minister of Industry, the Chairman of the Board of Bank Melli
and a group of company executives. In this ceremony, Arash Behjo, the
company's director of advertising and public relations, said: “with the most
advanced plastic production and printing machines from Germany and
Switzerland, this factory produces 5-layer polyethylene films for the first
time in the country and meets the needs of various food and health
departments for quality packaging for the preservation of food and medical
products.”