230 Years of Business Advertising in Farsi Press

April 23rd or 3rd of Ordibehesht is named the Global Book Day by UNESCO, by the suggestion of the first international union of publishers and the Spanish government. The Spaniards had a good reason to suggest this day as the Global Book Day. In the Catalonia region in Spain, every year at April 23rd, booksellers have a tradition to give a rose to every customer with each book they buy. In addition to this, this date is also the passing anniversary of several great and famous authors like Shakespeare and Cervantes.

Ordibehesht is also the book month for us, the Iranians. The holding of the international book exhibition in Tehran makes a different atmosphere in this month for book enthusiasts. An exhibition in which it is possible to have a more convenient access to all sorts of books in different fields. In the field of advertisement there are also several books published. However, one of the important and big problems in this case is that usually the book publishing in this field is not parallel and simultaneous with the world and we face the problem of not having up to date and professional books and existing books commonly include old and repetitive articles.

If you are interested in the advertisement medium, you are probably curious about the history of advertisement in Iran. One the most important books published in this field is a book named “230 Years of Business Advertising in Farsi Press”.

The book “230 Years of Business Advertising in Farsi Press” is produced in six volumes by Mohsen Mirzaee, an old Iranian historian and journalist and includes the history of advertising in Farsi written media in a 230 year span to the 50’s Shamsi. Mirzaee is one of the first alumni of journalism in Iran and has educated in fields related to advertising in the USA. In 1337 Mirzaee started his collaboration with Fakoopa Advertising Agency. He believes “Fakoopa” executed the first true advertising campaign in the scientific sense in 1335-36 for Shahpasand Vegetable Oil. Mirzaee has also collaborated with Ziba Advertising Center, one of the oldest and first advertising agencies in Iran in addition to Fakoopa.

In this collection we observe the progressing process of Farsi advertisements in the course of more than two centuries and follow the shaping of the first journal ads in the Naseri, Mozaffari, Mashrooteh (Constitutional) and Pahlavi periods and ends by reviewing the business ads in 50’s.

In this collection the graphical changes, cadre and border makings and advertising campaigns are researched during these years and the process of shaping and introducing the first advertising agencies and biography of some of the pioneers and founders of the advertising industry are other parts of this collection. However to this date the full six volume has not reached the publishing stage and only three volumes are available for enthusiasts.

In this book, we read that the first ads in Farsi are published in Indian Territory; we find about the price of an ad in the Naseri and Mashrooteh age’s newspapers; we see business ads in Mozaffari age newspapers and review the WWI newspapers and their ads.

In addition to this, we can see and review samples of ads from 1317 to 1320, business ads from 1327 to 1334, samples from ads from 1333 to 1335 and business ads in Iranian newspapers in the time span between the two World Wars. There is also a section in this book which shows how requirement ads were shaped in Iran.

This book has so many other different sections  that reading and viewing them is a treat, whether you are an ad enthusiast or your educational, professional and work background is related to this field. Visiting bookshops pr Book Cities, internet shopping from online book stores or going to Book Exhibition, gives us all this opportunity to look for our other favorite books in addition to buying this book.

Ordibehesht is the month of good weather and the scent of Citrus Aurantium and Saadi’s poems and the spring song of birds. It won’t be bad if it turns to be the month for book and book reading because of it’s simultaneity with the Book Exhibition.