Journal of Iranian Cultural Research

Journal of Iranian Cultural Research

The Representation of Women in the Advertisement of Persil Washing Powder

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
10.7508/ijcr.2014.28.007
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
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Journal of Iranian Cultural Research
Volume 7, Issue 4 - Serial Number 28
Winter 2015
Pages 189-212

  • Receive Date 14 July 2014
  • Revise Date 07 December 2014
  • Accept Date 26 February 2015