Masoud Kousari; S. Ahmad Askari
Abstract
The research investigated the issue of TV ads in the context of cultural studies and from the critical- cultural perspective. This study has focused on the family in order to read culture among the advertisements, so family from both the gender and generational relations has been analyzed. ...
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The research investigated the issue of TV ads in the context of cultural studies and from the critical- cultural perspective. This study has focused on the family in order to read culture among the advertisements, so family from both the gender and generational relations has been analyzed. The main focus of the research is on the policy of representation of TV commercials across the country about couple bilateral relations and parent-child generational bilateral relations in Iranian families, in this way the power structure in the family can be understood. Using qualitative methods, this research has done based on the general principles of semiotics and followed the principles of “first order implications” that is centered mostly in syntagmatic axis and “second-order implications” assigned to Roland Barthes that has replaced in the axis of succession. This research shows that TV ads in “subjective aspect of power” with showing mental images consistent with male-dominated system, and in “objective aspect of power” with showing stereotypes that in the first step men(sexual) and in the second step parents (generational) make the final decision, leads to reproduction of power gap and inequality in family relationships.
Masoud Kousari; Farid Azizi; Hamid Azizi
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 ...
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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.
