Media Strategic Management and a nSemiotics of Representing Family in TV Commercials

Sarvi Gar, Mohammad

doi:10.22082/cr.2011.23683

Media Strategic Management and a nSemiotics of Representing Family in TV Commercials

Document Type : Original Article

Author

Mohammad Sarvi Gar

media management

https://doi.org/10.22082/cr.2011.23683

Abstract

The present article, studies the way “family” is represented in TV commercials. Through a qualitative study, the article tries to examine semiotic constructs playing role in shaping the concept and meaning of family in TV commercials. The study of commercials broadcast on TV Channel Three in 1388 winter (Iranian calendar) indicates that there are disparities between values emphasized in official discourse and media representation of such values in TV ads. This contradiction shows that there are numerous meaning dynamics on the concept of family in Iran, highlighting the media focus on conflict between traditional and modern family. In the conflict between family and goods, it is goods that is represented as a new member of family and has imposes its related values on the family structure.

Keywords

Commercials

Media Representation

Television

Family

Semiotics

20.1001.1.25382977.1390.18.67.2.8

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