عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Commercialadvertising is one of the most important and effective factors in guiding public opinion. The present article investigates the commercial advertisings that are related to women and femininity in the Etelaat’s newspaper in period of Reza Shah (1305-1320Sh). This period is momentous because of presenting new issues on women, femininity, and creating of new identities of woman. The result of current study show that the greatest part of Etelate’s newspaper were allocated to adversities consumable goods(cosmetic and clothing) and the other’s advertising were related to advertise a hairdresser's and dressmaking. These adverting depicts woman as a lavish and squander woman that they were busy with fashion and cosmetic. Furthermore, there are many advertising that often invited women to going to theaters and concerts, actually the purpose of this type of adverting was inviting women to present themselves in public society more and more. In these cultural and social conditions this kind of representation of woman had crucial role in accepting and demanding for new merchandise, services and values with them.