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

living in modern societies is full of advertising messages. these messages in diverse and numerous forms affect every day and working life of people. one of the most challenging subjects in advertising is representation of women in advertising and commercial promotions. a large part of representations in advertisements depicts 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 current articles use roland barthes theory of 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 others show women having new roles. however, in this form of representation, we face illustration of women in such a way leading to cultural reproduction of symbolic annihilation. the research results show that advertising process in iran, like 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, which follows islamic rules, appearance of women with makeup is in contrast to the laws of constitutions of islamic republic of iran.