The Method of Body Representation in Joy and Pleasure, Health and Dignity Discourses within Television Advertisements
Message:
Abstract:

Commercial advertisements are nowadays of significant importance among the myriad of media and cultural analyzers as an interdisciplinary subject. The aim through this article is to represent and interpret the body discourses within the advertisements broadcasted by Channel One of the Iran National Television by means of representing and categorizing the texts derived from those advertisements. To do so, seventy-two commercials were selected in a targeted manner in the year of 1395 (corresponding to 2016) in which three discourses on “joy and pleasure”, “health” and “body dignity” has been represented via use of the capabilities of discourse analysis and theoretical context of interpretive sociology. Under the joy and pleasure discourse, “good feeling”, in health discourse “health and peace of body” and “higher dignity or prestige” have been recognized as the core issues. Having conducted a thorough study of advertisement discourse in the field of body, it was figured out that such discourse is structured upon a larger biological and bodily discourse where the core of these discourses is a “consumer-oriented human”. According to the results, it seems that each of the above-mentioned discourses are under influence of various and divergent theories emerged commensurately from governing policies on the media. Media and government are representing individual discourses and eventually empowering them.

Language:
Persian
Published:
Scientific Journal of Audio - Visual Media, Volume:13 Issue: 30, 2019
Pages:
134 to 156
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