Journal of Woman in Culture and Arts

Journal of Woman in Culture and Arts

Representation of women in Iranian and American TV commercials

Document Type : Research Paper

Authors
Azam Ravadrad 1
Foroogh Mohammadi 2
1 Professor, Department of Communications, University of Tehran, Iran
2 MA Student in Communications, University of Tehran, Iran
10.22059/jwica.2016.59117
Abstract
Not only does media reflect realities but also it shapes them and while being effective on our knowledge of world surrounding us. Over the recent decade, women, along with their traditional roles, have approached new social activities, which were considered exclusively masculine in the past, and have created a stable status for themselves. But it seems that this change is not considered by T.V. advertisements. Advertisements are still representing a kind of stereotypical image of women with its emphasis more and more on their traditional and constructed characteristics. In this study, we are interested in knowing how women in advertisements are represented in Iran and USA. First a review of some pieces of research in the subject is presented in which the manner of representation of women is described according to case of USA. Then some comparable categories are derived from those investigations and are applied to the case of Iran. The findings show that the difference between the representations of women in TV advertisements of both countries is very slight. In most cases, these advertisements are similar and both attribute stereotypical roles and characteristics to women.
Keywords
Advertisement
Representation
stereotyping
television
Subjects
[1] بیچرانلو، عبدالله (1388). «تصویرسازی و کلیشه‏سازی هالیوود از مسلمانان»، مجلة رسانه، ش 79، ص 115ـ146.
[2] پاینده، حسین (1385). قرائتی نقادانه از تبلیغات بازرگانی در تلویزیون ایران، تهران: روزنگار.
[3] راودراد، اعظم (1380). «تغییرات نقش زن در جامعه و تلویزیون»، پژوهش زنان، ش 1، ص 133ـ156.
[4] رضایی، محمد؛ کاظمی، عباس (1387). «سیاست جنسیت در تلویزیون ایران»، پژوهش زنان، ش 3، ‏ص 85ـ112.
[5] گرت، استفانی (1380). جامعه‏شناسی جنسیت، ترجمة کتایون بقایی، تهران: دیگر.
[6] معینی‏فر، حشمت‏السادات (1388). «بازنمایی کلیشه‏های جنسیتی در رسانه: مطالعة موردی صفحة حوادث روزنامة همشهری»، فصل‌نامة تحقیقات فرهنگی، دورة 2، ش 7، ص 167ـ197.
[7] موسوی‏لر، اشرف‏السادات؛ لیلیان، شبنم (1394). «چگونگی بازنمایی زنان سنتی و مدرن در تبلیغات نلویزیونی ایران (مهر 1390ـ1391)»، جلوة هنر، ش 13، ‏ص 13ـ22.
[8] مهدی‌زاده، سید محمد (1387). رسانه‏ها و بازنمایی، تهران: دفتر مطالعات و توسعۀ رسانه‏ها.
[9] وزارت فرهنگ و ارشاد اسلامی، «قوانین و مقررات فصل نهم، مجموعة ضوابط تولید آگهی‏های رادیویی و تلویزیونی» (17/9/1394):
http://www.ad.gov.ir/staticPages22/.
]10[ هیوارد، سوزان (1380‏). مفاهیم کلیدی در مطالعات سینمایی، ترجمة فتاح محمدی، زنجان: هزارۀ سوم.
[11] Bresnahan, Mary Jiang; Inoue, Yasuhiro; Liu, Wen Ying; Nishida, Tsukasa (2001). ''Changing gender roles in prime-time commercials in Malaysia, Japan, Taiwan, and the United States'', Sex Roles, 45, pp 117–131.
[12] D'Acci, Julie (2004). ''Television, Representation and Gender''. In R.C. Allen & A. Hill(eds.), The Television Studies Reader, London: Rutledge, pp 373-388.
[13] Fowles, Jib (1996). Advertising and Popular Culture, Thousand Oaks, Calif: Sage.
[14] Furnham, Adrian; Paltzer, Stephanie (2010). "The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000", Scandinavian Journal of Psychology, 51, pp 216–236.
[15] Goffman, Erving (1997). The Goffman Reader ,Blackwell Publisher.
[16] Hall, Stuart (2003) Representation, Sage publication.
[17] Illouz, Eva (2003). "The Predicament of Cultural Studies: A Reply to RichardRortyand Todd Gitlin", Europian Cultural Studies, Vol. 6(2), pp 219-232.
[18] McArthur, L.Z., &Resko, B.G, (1975). “The portrayal of men and women in Americantelevision commercials”, The Journal of Social Psychology, 97, pp 209-220.
[19] Shrikhande, Vaishali (2003). STEREOTYPING OF WOMEN IN TELEVISION ADVERTISEMENTS, Master of Mass Communication, Louisiana Sate University.
[20] Zoonen,Lisbet Van(1994). “Feminist Media Studies”, London Arnold.
Journal of Woman in Culture and Arts
Volume 8, Issue 1
Spring 2016
Pages 83-99