فصلنامه زن در فرهنگ و هنر (پژوهش زنان)
سال هشتم شماره 1 (بهار 1395)

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.

Mother Archetype is one of the most important archetypes in Carl Gustav Jung's theory manifested in literary works both as the character of a real mother or in the form of symbols that indicate maternal aspect. Epic is a work derived from the male-dominated society in which the heroic functions and masculine power grabs the attentions always more than the women's presence and role. However, since most of the epic poems have a mythic infrastructure, archetypically, they reflect many of the mythological themes and symbols that have emerged unconsciously in the poem. Since human life, before the epic realization and the manifestation of the male heroes, has experienced a female dominated era with female eternal holiness (mothers and women), the human subconsciousness is full of images and symbols indicating the female element of existence and reflects on the epic texts as mother archetypal symbols. According to this perspective, there has been no research on the mother archetype manifestations in the national epic and most of the researchers only referred to the mother characters in these works whose role did not go beyond giving birth and training the epic heroes. What has been emphasized on this research is that although in the Persian epic works (Shahnameh and the following epic poems), the women and mothers do not generally play a decisive role, the vacuum of the presence of women and mothers as an inevitable part of the human's existence has been filled in the epic works unconsciously in the form of archetypal images and symbols, such as water, springs, rain, wind, plants, mountains, caves, fire, etc. and the mother archetype has come into the realm of consciousness in the form of these symbols.

The present article is a query research in the history of Islamic mysticism aim to introduce and discuss the wise insane women. The first part of the article is about the theoretical discussions of mystic insanity and its fundamentals. The style of the presentation of the discussions is based on the views and achievements of classical experts in the Islamic mysticism. In the second part of the article, the name and the biography of some of them based on the restricted historical resources were mentioned; in addition to the review of behaviors and thoughts of the wise insane. the first book abot this mattes is written by "solami". The main question of the research is that did some women have special mystic status in the history? Have been they regarded as the wise insane? The answer to this question is positive according to the first grade resources. The method of this research is historical – library-based.

Media are not only reflection of realities but also shape them and are effective on our knowledge of world around us. Women in recent decades, along with their traditional roles, have approached new social activities, which were considered exclusively masculine in the past, and have created a stable status for themselves there. But it seems that this change is not considered by T.V. advertisements. Advertisements are still representing a kind of stereotypical images of women and emphasis more and more on their traditional and constructed characteristics. In this study we are interested in knowing how women in advertisements are represented in Iran and USA. First a review of some pieces of research in the subject is presented in which the manner of representation of women is described according to case of USA. Then some comparable categories are derived from those investigations and are applied to the case of Iran. The findings show that the difference between the representations of women in TV advertisements of both countries is very slight. In most cases these advertisements are similar and both attribute stereotypical roles and characteristics to women.

By reducing the growth rate and aging population countries, communities population has become a controversial issue. This subject has led many thinkers to understand the factors influencing fertility decline. Understanding the quality of fertility reduction and family change requires to understand the status of women which is a result of global changes. Because women as one of the pillars of the family and fertility have experienced many changes in their position. absolutely This change affects the attitude to child of women and men. In this paper, the difference in attitude to child examine among 400 couples in Tehran who were 15-49 years old by using the questionnaire. Final results showed that there isn’t any significant differences among couples about positive and negative children values & small and large fmily value. This suggests that couples have converge views to child. In addition, income and education are also significant correlation with positive values. Among the variables, age are associated with the values of the family. The overall conclusion is also insisting on the adoption of liberal norms in the field of fertility.

Increasing the number of women as a faculty member and having social roles, which provide some observes strategies of female professors has led to pluralism, and developed many family roles against career responsibilities. This study has provided a phenomenological understanding of the status of women as a faculty member in place of their career and family roles. This phenomenological research is a qualitative type. The data gathered by interviewing 13 female professors and faculty member of Tehran Universities and looking out their problems, specimens were selected based on purposive sampling. In analyzing the results, the Colaizzi’s method of data analysis was used. The findings were classified into four main themes "maternal responsibilities in the family", "job role and a role in the University", “balance between job role and family role”, “problem solving and difficulties of dual roles”. Semantic understanding shows that female faculty members face challenges in terms of number of job and family roles; which, applying some personal or family strategies as well as organizations benefit can easily balance between the roles and responsibilities of the job and the family.

Political and social isolation of women in pre-Islamic period and their blurred role in social and political life was changed with the advent of Islam. However, in the era of the caliphs, under the influence of Jewish and Christian cultural elements and the revival of certain pre-Islamic Arabian traditions, the page was turned and the situation is well reflected in historical texts and traditions. This paper intends to study this backward view point reflected in historical and narrative texts available from 2nd to 7th centuries. This research tries to address this issue: what are the social and political factors of Pre-Islamic Arabian traditions regarding woman in historical and narrative texts from 2nd to 7th centuries. In response to this question, this present paper suggests that many of the stories contained in historical and narrative medieval texts that contain misogynistic attitudes are fake and the chain of narrators are not reliable. Identifying unreliable narratives and their impact on changing attitudes toward women in Islamic society is the main goal of the paper. Research method is historical analysis using medieval texts and written sources from 2nd to 7th centuries.