Analyzing the Social Semiotics of the Women Image in the Central Billboard of Valiasr Square (AJ) in Tehran: An Emphasize on Women's Clothing (Period: 2018- 2023)

Panjehbashi, Elaheh; Najibi, Negar

Analyzing the Social Semiotics of the Women Image in the Central Billboard of Valiasr Square (AJ) in Tehran: An Emphasize on Women's Clothing (Period: 2018- 2023)

Document Type : Original Article

Authors

Elaheh Panjehbashi ¹

Negar Najibi ²

¹ Associate Professor, Painting Department, Faculty of Art, Alzahra University, Tehran, Iran

² PhD student, Department of the Art Research, Faculty of Alzahra University, Tehran, Iran.

Abstract

Image social semiotics is one of the study areas of semiotics, which is a kind of interpretation of concepts that are transmitted by means of visual communication. Women are both the target group and the target of the current advertisements, while the use of women's clothing in billboards can affect the society's view of the social role of women. In this research, the image of women in environmental advertisements such as billboards is analyzed using social semiotics. The main question is, what is the relationship between the social role of women in life and the environmental advertising and social semiotics of the image of women's clothing in the central billboard of Valiasr square in Tehran between 2018 - 2023? In this research, the descriptive-analytical method of social semiotics has been used. Compared to the past ten years, the billboards of Waliasr Square in Tehran show a new perspective on the social interaction of the image of women. The image of a woman in environmental advertisements such as billboards and the image of women's clothing in a social role are two concepts that interact with each other and as a result of this interaction, the role of a woman in a society develops and changes. As a result, the different representation of women's social roles on billboards is considered a main element in explaining the growing process of socialization of women's role in society. This study shows that women have been represented differently on billboards over the past ten years through signs and the meanings of these representations are never fixed.

Keywords

Billboards

Women's Clothing

Female Image

Waliasr Square (AJ)

Social Semiotics of the Image

20.1001.1.26454955.1405.21.75.5.6

Subjects

The Women and Families Cultural-Educational

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