Semiotic analysis of the image of women in 70 board game packages, with an emphasis on women's clothing

Ahmad, Abedini

Semiotic analysis of the image of women in 70 board game packages, with an emphasis on women's clothing

Document Type : Original Article

Author

Abedini Ahmad

Assistant Professor, Department of Industrial Design, Faculty of Art, Alzahra University, Tehran, Iran

Abstract

This article aims to study the signs and meanings of the visual quality of the imagery in the Game Board packaging, focusing on the image of women. Using the image of a woman on the packaging of board games, considering its diversity and plurality, can become a challenge to the common beliefs of our society about women and their clothing. Considering that the main audience of these types of games are not only children and teenagers, but young people are also fans of such board games today, therefore, the analysis of these images can show a declining trend in games. The main research question is, what is the hidden meaning from the semiotic point of view in the images of women used on the packaging of board games available in the Iranian market? In this research, 70 board games containing images of women were examined. The results show that the meanings hidden in the images, in terms of semiotics, evoke western culture with maximum quantity and quality. As a result, the representation of women's images on the packaging of board games shows a worrying trend in the streamlining of normalization through the use of symbols (index) in signification.

Keywords

Packaging

Game board

Semiotics

Covering and hijab

Women

20.1001.1.26454955.1405.21.75.6.7

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