Illustrations of gender stereotypes: study of pre revolution visual advertisements in Iran

in advertising, sexual instinct is used in wrong ways in order to attract more audience to the advertised product or service. In these cases, women are depicted only in a position of weakness and seduction. Also, by relying on the gender division of labor, they internalize these stereotypical male and female roles through the media, especially television. In the same way, considering the importance of the issue from various aspects, such as the feminism of the issue, the creation of premature puberty, etc., we decided to investigate the role of gender stereotypes in advertisements before the Islamic Revolution. The research method is of the library type, which led to the compilation and writing of the article by examining reliable sources. In the end, after analyzing the content, it was concluded that advertising is one of the most challenging topics in the analysis of media texts in the modern world. It is the concern of media text analysts, especially advertisements, that beyond advertising goods and making profit, what commercial advertisement is trying to say and what kind of feeling it arouses in a person. But one of the most challenging topics in the discussion of advertising is the issue of women's representation in advertisements and commercials. Examining the image of women shows many ups and downs in different eras

کلیدواژه ها:

Advertising ، gender stereotypes ، women ، sexual instinct.