Document Type : Research Paper
Authors
1 Corresponding Author, Assistant Professor of Art Research, Faculty of Art, Islamic Azad University, Qaemshahr Branch, Iran.
2 M.A of Art Research, Lecturer, Tabari Higher Education Institute, Babol, Iran.
Abstract
In this society dominated by men, the definition of womanhood is associated with specific standards that have been naturalized through signs. Human civilization is built on patriarchy, and one method used to control and limit women has been the promotion of gender-biased beliefs and values. Gender-biased beliefs persist, despite the fact that numerous gender-based restrictions have been eliminated. Media and consumption are notably influential in the development of individual identity. This research focuses on television commercials, as television is an influential medium in shaping lifestyle and consumption patterns, with ads designed to steer the audience in a particular direction.
Signs and layers of meaning are present in advertisements, as is the case with any other form of text. To uncover these meanings and their impact on promoting patriarchy in society, a semiotic analysis was implemented in accordance with Julia Kristeva’s theories. Representation is a process that leads to cultural formation, and in a culture where representations are shaped by patriarchy, this becomes widespread and naturalized. The aim of this research is to analyze gender-biased indicators in the representation of women in advertisements, specifically TV commercials for cleaning products. These commercials frequently portray women as the primary consumers of these products at home. The study examines and documents cleaning product commercials from 2011 to 2021 in order to emphasize the naturalized gender-biased meanings that perpetuate patriarchal beliefs.
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