Advertisement and the Social Identity of Iranian Women: A critical Analysis of Verbal and Visual Discourse in Business Ads

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SHAMS MOHAMMAD ALI; SHAMSAEE SAEEDEH

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Journal Paper

Paper Information

Journal: JOURNAL OF STUDIES OF SOCIO-CULTURAL DEVELOPMENT Year:2019 | Volume:8 | Issue:1 Page(s): 59-83

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Information Journal Paper

Title

Advertisement and the Social Identity of Iranian Women: A critical Analysis of Verbal and Visual Discourse in Business Ads

Author(s)

SHAMS MOHAMMAD ALI | SHAMSAEE SAEEDEH | Issue Writer Certificate

Keywords

TV advertisementQ1

WomenQ1

Social IdentityQ1

Meta narrativeQ1

Abstract

This study aims to investigate the mechanisms contributing to the effect of business ads on the Social Identity of Ianian Women. 60 ads of the Iranian TV were analysed by quantitative and qualitative methods. Frequency analysis revealed that the image of a desired and successful woman is mainly affected by these factors; 1) Employers' benefit; 2) discourse type: 3) targer population; and 4) the semantic strategies used in ads. The analysis of verbal ad visual content in detail showed how characterization of Women in this medium is inducing a certain metanarrative regarding success. These findings are further analyzed in a critical framework and their relationships with the machnisms of the formation of social beliefs in face of material development of the society are discussed. In conclusion, the signs of a slow and deep change in the attitude of both provate and state sectors involved in advertisement are clarified.

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APA: Copy

SHAMS, MOHAMMAD ALI, & SHAMSAEE, SAEEDEH. (2019). Advertisement and the Social Identity of Iranian Women: A critical Analysis of Verbal and Visual Discourse in Business Ads. JOURNAL OF STUDIES OF SOCIO-CULTURAL DEVELOPMENT, 8(1 ), 59-83. SID. https://sid.ir/paper/246519/en

Vancouver: Copy

SHAMS MOHAMMAD ALI, SHAMSAEE SAEEDEH. Advertisement and the Social Identity of Iranian Women: A critical Analysis of Verbal and Visual Discourse in Business Ads. JOURNAL OF STUDIES OF SOCIO-CULTURAL DEVELOPMENT[Internet]. 2019;8(1 ):59-83. Available from: https://sid.ir/paper/246519/en

IEEE: Copy

MOHAMMAD ALI SHAMS, and SAEEDEH SHAMSAEE, “Advertisement and the Social Identity of Iranian Women: A critical Analysis of Verbal and Visual Discourse in Business Ads,” JOURNAL OF STUDIES OF SOCIO-CULTURAL DEVELOPMENT, vol. 8, no. 1 , pp. 59–83, 2019, [Online]. Available: https://sid.ir/paper/246519/en

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