The Portrayal of Gender Roles in Television Commercials on the IRIB

The present research takes the task of examining the gender roles differences (male/female) as portrayed and displayed in TV advertisements on the IRIB broadcasts. Based on studies conducted in developed and developing courtiers on the manner in which the gender roles are portrayed in TV ads, the research model embrace the following three broad dimensions: General characteristics of advertisements, Demographic characteristics, and Attitudinal/behavioural characteristics. This is a descriptive research using content analysis. The population of thesurvey is all the TV ads on channels and of the IRIB broadcast on primetime. The ad was included in research if the major roles played were gender related. To gauge variance portrayal of gender roles variables in TV ads, the sample was randomly selected. Upon selection, each ad was considered as a research case and a questionnaire was filled according to the attributes of each ad. Then all questionnaires were coded. The results showed that the portrayal of gender roles in TV ads differed, and that the portrayals were mainly traditionally gender based.