Bodybuilding on TV:A case Study on IRIB Commercials

Advertising is one of the most important sources of informing the TV audience of various cultural, social and economic issues in today’s media world; it has a great impact on the formation of the audience intellectual, emotional, and behavioral patterns and their changing values and attitudes. This article aims to examine the place of body in media commercials discourse studying the signs and passwords of them. To this end, commercials have been analyzed using Fisk and Roland Barth’s perspectives. The target population of this study was the IRIB commercials audience in 1996 selected through purposeful and non- random sampling. 72 business messages were studied in depth upon collecting the commercials. The theoretical basis of the debate is the opinion of some body sociologists such as Foucault, Goffman and Giddens. The findings of this article showed that the two ‘sex’ and ‘gender’ discourses on ‘body’ were represented in TV commercials.