Representation of Women in Commercial Advertising in Publications as a Basis for the Formation of Their Identity

The aim of this paper is to analyze content of commercial advertisements printed in common publications of the country during two eight-year period in order to show the process of the changes, form and style of representation of traditional and gender stereotypes in sixteen years ego. The research data has been collected through systematic sampling of 456 weekly and monthly copies. Comparing data of two studies showed that, although in the second period traditional roles (mother, wife and housekeeping) has been represented less, but in the second period women somehow depicted (beautiful, young and skinny) so that they always need to regenerate their bodies. As a result, in both periods incomplete and distorted image of women has been represented that one cannot assume it would be the image of Iranian and Islamic women. Therefore, it is necessary to use the whole range of achievements and successes of women in different fields to challenge this kind of representation.