How detergent advertisements can bleach national identity: Postcolonial content analysis of Iranian TV advertisements
This explanatory, descriptive non-experimental research investigates Iranian State TV advertisements during 2011–2016 in terms of using western or western-like signs in detergents. Since the method is content analysis based on postcolonial classification scheme, the aim is to examine the myth of wes...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2019-01-01
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| Series: | Cogent Arts & Humanities |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311983.2019.1626204 |
| _version_ | 1818663640552701952 |
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| author | Azra Ghandeharion |
| author_facet | Azra Ghandeharion |
| author_sort | Azra Ghandeharion |
| collection | DOAJ |
| description | This explanatory, descriptive non-experimental research investigates Iranian State TV advertisements during 2011–2016 in terms of using western or western-like signs in detergents. Since the method is content analysis based on postcolonial classification scheme, the aim is to examine the myth of western superiority in the most recent detergent advertisements aired during five years on the anti-colonial, state-governed TV in the Islamic Republic of Iran. Edward Said’s postcolonial theory is used as the framework to draw upon the ideological aspect of advertisements. It is inferred that the advancement of western economy attracts the attention of most Iranian companies to associate their products with the west. The reason for this assumption is embedded in the postcolonial term popularized by Iranian scholar, Al-I Ahmad, ‘Westoxication”. The findings illustrate that, despite the dominant anti-capitalist and anti-colonial ideology in Iran, more than two-thirds of the advertisements (74.40%) shows the dominance of western culture by utilizing western-like setting, personages, music, and authentication in all detergent advertisements. It is concluded that though Iranians maintain some of their religious, traditional, and cultural values, the myth of the superiority of west is reflected in their consumption culture. The results of this study can be of interest to the people in authority of advertisement studies in anti-colonial, developing countries with emerging markets. |
| first_indexed | 2024-12-17T05:20:04Z |
| format | Article |
| id | doaj.art-c613012394f040d18afc9a35012e4a24 |
| institution | Directory Open Access Journal |
| issn | 2331-1983 |
| language | English |
| last_indexed | 2024-12-17T05:20:04Z |
| publishDate | 2019-01-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Arts & Humanities |
| spelling | doaj.art-c613012394f040d18afc9a35012e4a242022-12-21T22:01:59ZengTaylor & Francis GroupCogent Arts & Humanities2331-19832019-01-016110.1080/23311983.2019.16262041626204How detergent advertisements can bleach national identity: Postcolonial content analysis of Iranian TV advertisementsAzra Ghandeharion0Ferdowsi University of MashhadThis explanatory, descriptive non-experimental research investigates Iranian State TV advertisements during 2011–2016 in terms of using western or western-like signs in detergents. Since the method is content analysis based on postcolonial classification scheme, the aim is to examine the myth of western superiority in the most recent detergent advertisements aired during five years on the anti-colonial, state-governed TV in the Islamic Republic of Iran. Edward Said’s postcolonial theory is used as the framework to draw upon the ideological aspect of advertisements. It is inferred that the advancement of western economy attracts the attention of most Iranian companies to associate their products with the west. The reason for this assumption is embedded in the postcolonial term popularized by Iranian scholar, Al-I Ahmad, ‘Westoxication”. The findings illustrate that, despite the dominant anti-capitalist and anti-colonial ideology in Iran, more than two-thirds of the advertisements (74.40%) shows the dominance of western culture by utilizing western-like setting, personages, music, and authentication in all detergent advertisements. It is concluded that though Iranians maintain some of their religious, traditional, and cultural values, the myth of the superiority of west is reflected in their consumption culture. The results of this study can be of interest to the people in authority of advertisement studies in anti-colonial, developing countries with emerging markets.http://dx.doi.org/10.1080/23311983.2019.1626204iranadvertisementpostcolonial studiesstate tvwest |
| spellingShingle | Azra Ghandeharion How detergent advertisements can bleach national identity: Postcolonial content analysis of Iranian TV advertisements Cogent Arts & Humanities iran advertisement postcolonial studies state tv west |
| title | How detergent advertisements can bleach national identity: Postcolonial content analysis of Iranian TV advertisements |
| title_full | How detergent advertisements can bleach national identity: Postcolonial content analysis of Iranian TV advertisements |
| title_fullStr | How detergent advertisements can bleach national identity: Postcolonial content analysis of Iranian TV advertisements |
| title_full_unstemmed | How detergent advertisements can bleach national identity: Postcolonial content analysis of Iranian TV advertisements |
| title_short | How detergent advertisements can bleach national identity: Postcolonial content analysis of Iranian TV advertisements |
| title_sort | how detergent advertisements can bleach national identity postcolonial content analysis of iranian tv advertisements |
| topic | iran advertisement postcolonial studies state tv west |
| url | http://dx.doi.org/10.1080/23311983.2019.1626204 |
| work_keys_str_mv | AT azraghandeharion howdetergentadvertisementscanbleachnationalidentitypostcolonialcontentanalysisofiraniantvadvertisements |