Persian-Language Satellite TV Networks Commercials and Their Female Audience Lifestyle

Women, as the focal point in the family, play a vital role in patterning of the society’s culture. In the wake of the increasingly launched Persian language satellite television networks in recent years, one of the major objectives of these networks-- which is aimed at changing the lifestyle of Iranian women—is pursued within the commercials framework. Commercials target more consumption through precise understanding of Iranian female audience and studying and assessing their varied individual and social demands so that while materializing their profit-making economic functioning in the interest of the capital market, at the same time they guide the consumption culture among Iranian women towards their desired direction.
Considering the issue of women's lifestyle, this article has examined by applying qualitative content analysis the contents of 10 commercials of Persian-language television networks that have been designed, produced and broadcast on this basis and extracted the determinants in these commercials and the impacts of their usage on their audiences. The findings of the analyzed samples in this article show that the commercials have been designed and made so professionally and artistically by using powerful visual and textual elements that they have enormous effects on their audiences.