Explore the dvd device and look for a file setup.exe. Double click this file and that should start the installer. You could register the game on Origin (you'll have to do this anyway) and download the game from Origin. Be aware it is a large download and will take some time depending on the speed of your internet connection.
add: There is a file on the dvd Setup and the type is application. Double clicking that should get the installer started.
Theres no such file, what you can see on the pictures is the only things that appear
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