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Paper Information

Journal:   WOMAN IN DEVELOPMENT AND POLITICS (WOMEN'S RESEARCH)   SPRING-SUMMER 2007 , Volume 5 , Number 1; Page(s) 137 To 153.
 
Paper: 

WOMEN'S REPRESENTATION IN A TELEVISION ADVERTISEMENT

 
 
Author(s):  KAZEMI A., NAZER FASIHI A.
 
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Abstract: 

This article is concerned with women's representation in a Television Advertisement. The main question posed here is the manner of representing a female's image so that her cultural reproduction leads to "symbolic annihilation" in the society.
A great part of representations in the advertisements depict women as stock cultural roles.
In this article, we studied an advertisement which unlike other commercials represented women in new roles, and at the same time; in this form of representation we were encountered with a troubled woman.
Thus, a subject (concept) of "Iranian modern woman" is constructed which corresponds, fully, to the "Iranian traditional woman" subject conditions.
As a result, in spite of superficial transformations in women's life, the womanhood is still, accordingly, defined as "otherness of manhood".

 
Keyword(s): CULTURAL STUDIES, REPRESENTATION, SYMBOLIC ANNIHILATION, SUBJECT CONSTRUCTION, COMMERCIALS, SEMIOTICS
 
References: 
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