Portraying women in the media is one of the main social and cultural issues especially on television. Television commercials as a genre have ideas about goods and services, but it constructs a secondary discourse about society, culture and gender roles along the way. The main goal of this paper is to examine women’s readings of gender roles representation in Iranian television commercials from the cultural studies perspective. To achieve this objective, focus group interviews were used to study women readings and then their readings was analyzed. The results showed that television commercials are heedless of socio-cultural developments and the gender roles changes in different aspects in the society, but it represents dominant ideology in media and minimal status group of woman in Iranian society.Currently, different groups of women are engaged in different discourses and they will gradually engage in other discourses. If this trend continues by different groups of women and the misrepresentation or exclusion of women doesn’t stop in the media, the audiences with different readings will become the most rethinking groups.

The importance of commercials is increasing due to its influence and effectiveness on various areas of life, as well as becoming one of the most important sources of media financing. In addition, the responsibility and guarantee of advertising has always been an important issue with which the legal experts and Jurisprudents have always been concerned. The study, using content analysis, examined the juridical rules of TV commercials which making responsibility. The statistical population was TV advertisements that broadcasted (non-repetitive) from channel 1 of IRIB during 2017 October and 2018 September. The sample size was 455 ads, selected randomly. The findings showed that there were no violations of the juridical rules in 87. 7% of advertisements. There were only Najash (saying a high price for a product as a buyer just to deceive other buyers) with 5. 1%, Tadlis (cover the flaw and weakness of product) with 4. 6%, misdeclaration of the subject of deal with 1. 1%, Qash (mixing the product with other product) with 9%, Nafy-e Sabil (dealing in which Muslim will lose) with 4%, Ghorar (buying something that glimpses customer's look but it is really unknown) with 2%. There were no other related items including Zarar (losing), Tasbib (wasting peoples’ properties directly or indirectly), Ijabe-e Molzam (promising reward), Takhalof-e Shart-e Zemni (violation of assumed condition), and Ta’ von Bar Ethm (co-optation in criminal matters). Finally, the most frequent non-observance of juridical rules was in the advertisement of health & beauty, food, financial institutions, banks and insurance.

The study aimed to design a model for producing effective advertising messages to enhance the efficiency of television advertising in the banking industry. This research employed a sequential mixed-method approach. In the qualitative phase, open and semi-structured interviews were conducted with Sepah Bank managers and academic experts in marketing and banking management until theoretical saturation was achieved with 20 participants. Data were coded and categorized using MAXQDA through open, axial, and selective coding. In the quantitative phase, 384 customers and visitors of Sepah Bank branches were selected using the Krejcie-Morgan table. Data were analyzed using SmartPLS, applying confirmatory factor analysis to assess reliability and validity. The qualitative analysis revealed four key dimensions: honesty and fulfillment of promises, customer awareness, customer persuasion, and identifying the most effective advertisements. Quantitative results confirmed significant positive effects of television advertising on all dimensions: customer awareness (3.324), honesty and fulfilling promises (11.663), customer persuasion (5.279), and determining the most effective advertising (6.303). All relationships were significant at the 0.05 level, indicating good model fit. Television advertisements of Sepah Bank most strongly influence honesty and transparency while showing relatively lower effects on direct customer persuasion. Emphasizing honesty, awareness-building, and content consistency in message design enhances audience trust and loyalty. The proposed model offers a strategic framework for improving advertising effectiveness in banking and strengthening customer engagement.

The present research takes the task of examining the gender roles differences (male/female) as portrayed and displayed in TV advertisements on the IRIB broadcasts. Based on studies conducted in developed and developing courtiers on the manner in which the gender roles are portrayed in TV ads, the research model embrace the following three broad dimensions: General characteristics of advertisements, Demographic characteristics, and Attitudinall behavioural characteristics. This is a descriptive research using content analysis. The population of the survey is all the TV ads on channels and of the IRIB broadcast on primetime. The ad was included in research if the major roles played were gender related. To gauge variance portrayal of gender roles variables in TV ads, the sample was randomly selected. Upon selection, each ad was considered as a research case and a questionnaire was filled according to the attributes of each ad. Then all questionnaires were coded. The results showed that the portrayal of gender roles in TV ads differed, and that the portrayals were mainly traditionally gender based.

Sociologists, believe that childhood is one of the most important periods of growth, personal and social development of person in the human society because at this time children socialization attained. In the process of socialization, children knowing with networking role, values and social norms and gradually learn and internalize gender roles and become socialized. The function of socialization in the society, operate by various institutions in society like: family, reference groups, education, religion and mass media. The gender socialization of children's by TV has undeniable and important role. This study in the field of sociology of gender, cultural studies tradition and by accepting these premises that advertising as a genre of media have a direct link to culture of society, and in the process of socialization by media, children learn gender identity and roles, try to analyze and investigate Advertising TV with qualitative content analysis. The results indicate the presence of male sexist ideology in commercial advertising. As well as the analysis and interpretation of advertising texts, shown that kind of gender inequality in the representation of children in television advertising in favor of boys, prevail. In other words, television commercials have tried to offer special status to male children and reproduce the gender hierarchy and lasting subordination of the females and girls.

Background and Objectives: TV commercials are mentioned as factors influencing food choice of children. In the current study content of food commercial messages during children's program in two TV channels of Islamic Republic of Iran Broadcasting (I.R.I.B.) were analyzed. At the same time, any relationship between recalling food commercial messages with an interest in consumption of the same food products was investigated by an experimental study with primary school children, as well.Materials & Methods: The study was conducted in two phases simultaneously. In the first part 73.5 and 35 hours of TV children's program of channels II and Education were recorded for a week (May 6th to 12th, 2015), respectively.Then the content of recorded commercial messages was analyzed based on a predetermined procedure. In the second part, 403 students (50% girls) in grades fourth, fifth and sixth from four state primary school in Shirvan took part in a cross-sectional study and answered to the questions including duration of TV viewing, names of remembered TV food commercials, definition of desired TV food commercials and whether they like to consume the related food products via a self-administered questionnaire.Results: Part I: TV food commercial messages in view of frequency and duration ranked the fifth and the sixth, respectively. Snacks (fruit leather and plum paste) were the most frequent (75%) broadcast commercials. "Superiority over other food products" (47.4%) was the most frequent message used to promote sale of a food product. "High quality / accuracy in the preparation" (28.3%), "novelty" (21%) and "stimulating thirst and hunger" (15%) were the most frequent appeals of food commercials for stimulation of the audience for purchasing, respectively. Part II: More than half (62.5%) of the recalled food commercials were desired by the students (P<0.05). The relationship between remembering a food commercials with the consumption of the same food product (12.5% of total) were significant (P<0.05).Conclusion: Despite the dramatic decline in television food commercials compared to previous studies, the nutritional value of food commercials was still low. In addition, in some cases there was a significant relationship between remembering commercial message with interest in or consumption of the same food products. This study provides policy makers and officials with evidence to make effective decisions on food commercials directed at children.

Since the main aim of TV commercials and ads is to trigger the audience consumptive motivation, much of the research on the subject has focused on issues dealing with consumption and its impacts on different aspects of life. Taking this into account, the present article aims to study TV commercials in terms of promoting and advertising consumptionism. The sample of study consists of a number of TV commercials which were analyzed using Bart Semiotic Approach. The findings show that commercials prompt and promote consumptionism among the audience indirectly. Thus, since the Islamic rules urge avoiding materialism, the producers of commercials would better make balance between the Islamic teachings and commercials as a source of income for different TV channels and the need to introduce commercial products and services to the audience.

This article is a quantitative and qualitative analysis of particular TV commercials broadcasted in Iran. The main goal of this paper is to examine representations of women and constructing their images through TV commercials, with an emphasis on gender roles. To achieve this objective, 90 TV commercials were studied using specific categories and then, 7 TV commercials were analyzed in-depth on the basis of Laclau and Mouffe’s discourse theory. The results showed that all TV commercials represent directly or indirectly dominant gender relations and produce and reproduce patriarchal values and the dominant discourse of advertisements cause hegemonic relation in gender relations in favor of male discourse. Analyses are seen as an indicator of conflict between reality of gender roles in society and TV commercials. French: Cet article est une analyse quantitative et qualitative des publicites televisees particulieres annoncees en Iran. L'objectif principal de ce document est d'examiner des representations des femmes et de construire leurs images par des publicites televisees, avec une emphase sur des roles de genre. Pour atteindre cet objectif, 90 publicites televisees ont ete etudiees utilisant des categories specifiques et puis, 7 publicites televisees etaient analyse en detail sur la base des theories de Laclau et de Mouffe sur le discours. Les resultats ont prouve que toutes les publicites televisees representent directement ou indirectement des relations de genre dominantes et produisent et reproduisent des valeurs patriarcales et le discours dominant de la relation hegemonique de cause d'annonces dans des relations de genre en faveur du discours masculin.Keywords: Representation, femmes, roles de genre, publicitaires a la television, discours Spanish: La construccion de la imagen de la mujer en los comerciales de television irani La construccion de representaciones especificas refleja las relaciones de poder existentes y caracteriza los discursos sociales dominantes. Este articulo es un analisis cuantitativo y cualitativo de ciertos comerciales de television que se difunden en la television irani. El principal objetivo de este trabajo es examinar las representaciones de las mujeres y la construccion de sus imagenes a traves del discurso de los comerciales de television, con enfasis en los roles de genero. Para lograr este objetivo, 90 comerciales de television fueron estudiados utilizando categorias especificas y, a continuacion, 7 anuncios de television se analizaron en profundidad sobre la base de la teoria del discurso de Laclau y Mouffe. Los resultados mostraron que todos los anuncios de television representan directa o indirectamente las relaciones de genero dominantes y producir y reproducir los valores patriarcales y los elementos centrales del discurso dominante de los anuncios promueven una relacion hegemonica en las relaciones de genero en favor del discurso masculino. Los analisis son vistos como un indicador de conflicto entre la realidad de los roles de genero de la sociedad y en los comerciales de la television.Keywords: representacion, las mujeres, los roles de genero, anuncios de television, el discurso

TV commercials as multifarious media texts use various contrivances of which narrative and fundamental elements of short stories can be mentioned. These texts also make use of cultural codes in order to alter audiences' opinion and to function as influential apparatus of persuasion. So, in order to read and interpret such texts one would need to call theories and insights from diverse disciplines such as Narratology, advertising, TV and Communication studies. Based on theoretical dissimilarities, this research started with differentiating two sorts of TV commercials: those based on narrative structures and others without being developed on a narrative base. In doing so I conducted a survey among aired TV commercials during a season (Winter 2008) and due to the results I selected TV commercials developed on a narrative base to study. In terms of narrative structure there can be distinguished four main categories. Also, I divided these ads into four categories based on the ways in which these ads represented their main actors.The basic criterion in this classification was the relationship the ads established between main actors, goods, and type of preferred consumption.Using semiotics and critical discourse analysis methodology, I studied the chosen samples in dept. As the findings of my research show and you can see in this article polarization in story persons/ personalities is based on their "consumption" or "their knowledge about the advertised good or service". The ads due to their textual nature are open to different interpretations.