Document Type : Scientific Research Manuscript

Authors

• Masoud Kousari ¹
• Farid Azizi ²
• Hamid Azizi ³

¹ Associate Professor of Social Communication Sciences, University of Tehran

² M.A. Student of Social Communication Sciences, Allameh Tabataba’i University

³ M.A. of Social Communication Sciences, Allameh Tabataba’i University

Abstract

The purpose of this study is to investigate the representation of women in the advertisement of Persil washing powder. This qualitative study is based on the semiotics method in order to decode the cultural stereotypes in the advertisement of Persil washing powder.
The results showed that the representation of women in advertisements is often associated with a set of cultural stereotypical pictures and images. In fact, despite the intended policies to eliminate cultural stereotypical images in advertisements, they are still full of pictures and images showing women are subordinate to men. In the advertisement women are represented as those, who don’t have their own identity and are always in need of paternal- men’s support.
 
Results showed that female identity is always a reflection of prevalent stereotypes in Iranian society. In terms of these stereotypes, women belong to the home and its environment, and the stereotypes seek to intensify relations with media images. In a real word, the media are in the wake of naturalizing the constructed relations by the cultural codes in the society.

Keywords

• advertisment
• cultural stereotypical images
• representation of women
• Semiotics
• Persil washing powder
• decoding