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The illustration of beauty: Super-exposed in the U.S., veiled in Iran
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Bahar Hanjani
Veröffentlicht/Copyright:
29. September 2011
Abstract
This interdisciplinary research explores the rhetorical and semiological concepts that examine the power, the practice, and the techniques employed by advertisers in cross-cultural settings. While sexual connotations dominate Western advertising, the Iranian government mandates that advertising agencies create ads that comply with Islamic law. A comparative analysis of semiological and rhetorical patterns in women's products advertising in Iran and the U.S. reveals that, despite restrictions, Iranian advertisers try to follow the Western canon of rhetoric. This study creates a prototype for critical analysis of persuasive images in different societies and suggests that advertising reflects the culture and also contributes to its constant change.
Keywords:: visual rhetoric; women's products; advertising; connotation; non-verbal communication; Iran
Published Online: 2011-09-29
Published in Print: 2011-October
© 2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston
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Schlagwörter für diesen Artikel
visual rhetoric;
women's products;
advertising;
connotation;
non-verbal communication;
Iran
Artikel in diesem Heft
- Blending in mathematics
- Film as specific signifying practice: A rational reconstruction of Stephen Heath's “On screen, in frame: Film and ideology”
- Quarantine
- An inconvenient truth? Can a film really affect psychological mood and our explicit attitudes towards climate change?
- Crime and punishment: An analysis of university plagiarism policies
- The materiality of discourses and the semiotics of materials: A social perspective on the meaning potentials of written texts and furniture
- Reading movies as interactive messages: A proposal for a new method of analysis
- Fame and politics: The persuasive poetics of leadership
- Cosmos and creativity: Man in an evolving universe as a creative, aesthetical agent — some Peircean remarks
- Nonwestern semiotics and its possible impact on the composition of semiotics theory in the future
- IT terminology, translation, and semiotic levels: Cultural, lexicographic, and linguistic problems
- Formation of interpretants in Roentgen semiotics
- Automation of the linguistic translation processes: A study on viability
- An excess of signification: Or, what is an event?
- The illustration of beauty: Super-exposed in the U.S., veiled in Iran
- A novel semio-mathematical technique for excavating themes out of group dynamics
- Compound constructions: Waterproof three-storey brick and tile fire stations?
