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

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.