International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

The Contrastive Analysis of Gender Factor Manifestation in the language of Advertisement in Iran in 1980’s and 2000’s
Ferdows Agha Golzadeh, Arsalan Golfam, Mohammad Asadi, Mehdi Bagheri Hariry

Abstract
Gender position in advertisements is one of the main and probably the most important parts of studies that are often considered to be a subdiscipline of discussions in advertisement sociology. The main concern of the present study is comparing and contrasting gender factor manifestation in advertisement language in 1980 and 2000 decades. To achieve that end, from among newspapers and magazines the propaganda containing gender traces were selected and for the researcher those advertisements that comprise gender factors have such gender traces. The gender factors were outlined in two separate tables and it was finally observed that the majority of advertisements about women were in the field of home facilities , sanitary materials and cleaning because it was thought that women were more impressionable in the field; however, some of the advertisements did not include gender traces. All of the data were divided into twelve domains such as education domain and each domain was investigated with its corresponding domain in each decade and the research data were studied through content analysis and the research findings verified the following two hypotheses: The linguistic manifestation of female gender in the written advertisements was remarkably less than that of male gender and the women were in the margin in the 1980's. The linguistic manifestation of female gender in the language of advertisement was very conspicuous and was reflected more than that of male gender in the advertisement language of the 1980's.

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