Changing the representation of family roles in commercials; The emergence of the "role reversal" model

Abstract

On the one hand, commercial advertisements are a reflection of the values ​​in their society and on the other hand, they are a creator of the cultural and social environment of their audience. The constant representation of family relationships in different situations by these advertisements has a significant effect on stabilizing or changing cultural patterns within the family. The upcoming research in order to understand the role pattern changes represented by commercial advertisements during the nineties with the combined semiotics method of Jilin Rose to study four advertisements "Tabarak Pasta", "Prill dishwashing liquid", "Airy Plast plastic bag" and "Zafran Gohar" Naz" has paid. Irving Goffman's "gender representation" theory was also used to analyze the findings. In general, the existing models in the field of family roles of men and women are either based on the acceptance of gender differences or based on gender equality. the results show that the representation of family roles in these four ads and similar ads is in a slow and gradual process, not towards gender equality, but towards inversion. The traditional roles of men and women have changed. Childlessness or only child and the gradual process of diminishing interaction with the extended family, the desire to be in friendly groups and finally the isolation of the nuclear family are other features of these advertisements.

Keywords

• آگهی‌های بازرگانی
• نقش‌های خانوادگی
• زنان
• سرمایه‌داری
• وارونگی نقش