Analysis of body semiotics in commercial advertising(Case study: Jam TV satellite network)

Advertising is one of the inseparable elements of modern human life. In the meantime, the media as a tool to introduce products is of particular importance. The main purpose of this article is to examine the position of the body in the media discourse (commercial advertising of Jam Network). From Fisk and Bart's point of view, commercials have been analyzed and evaluated at three levels reality, reprentation , Ideology. They were selected by purposeful and non-random sampling method for semiotic analysis. After collecting advertisements, 33 commercials messages were studied in depth. The theoretical basis of the discussion is the opinions of some experts in body sociology. There are two discourses, "sexual" and "gender" in the field of female body in advertising. Of course, "sexual discourse" dominates the Jam network's propaganda, and the body, especially the female body, as the only creature that has gender and sexuality, has become a tool in the service of capitalism. Keywords: body, semiotics, commercial, Jam network Keywords: body, semiotics, commercial, Jam network Keywords: body, semiotics, commercial, Jam network Keywords: body, semiotics, commercial, Jam network Keywords: body, semiotics, commercial, Jam network Keywords: body, semiotics, commercial, Jam network Keywords: body, semiotics, commercial, Jam network Keywords: body, semiotics, commercial, Jam network