subject:changes in women's roles in iran tv ads relying on the semiotics of commercials mr. carpet 4 and how the lottery of home care

abstract living today in modern societies is full of advertising messages. this messages in the form of diverse and numerous affect everyday and working life of people. one of the most challenging subjects in the advertising is the representation of women in advertising and commercial promotions a large part of representations in advertisements depict women in their role as cultural stereotypes. the purpose of this study is to evaluate the image of gender that iran ads show to audience. the method of the present article is roland barthes semiotics semiotic is a method of representation that seeks to reveal hidden meanings and themes in the text. in this paper we study the advertisements that unlike the othere show women in new roles.however, in this form of representation the illustration women face in such a way that the cultural reproduction of symbolic annihilation followed.the research results show advertising process in iran, as western countries, has been sexist. women in new roles as modern iranian women have been used as a tool in the service of capitalism. also in our country by islamic state, appearing women with makeup is in contrast to the decisions of the constitution.