1 استادیار و عضو هیأت علمی گروه مدیریت، دانشکدۀ علوم اجتماعی و اقتصادی، دانشگاه الزهرا(س)
2 کارشناس ارشد مدیریت بازاریابی، دانشگاه الزهرا(س)
عنوان مقاله [English]
The present research takes the task of examining the gender roles differences (male/female) as portrayed and displayed in TV advertisements on the lRlB broadcasts. Based on studies conducted in developed and developing
cnurtiers on the manner in which the gender roles are portrayed in TV ads. the research model embrace the following three hroad dimensions: General characteristics of advertisements, Demographic characteristics, and Attitudinallbehavioural characteristics.
This is a descriptive research using content analysis. The population of the survey is all the TV ads on channels and of the lRlB broadcast on primetime. The ad was ineluded 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 fdIcd according to the attrihutes 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.