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International Journal of Cultural Studies
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Decoding Pictorial Metaphor

Ideologies in Persian Commercial Advertising

Mohammad Amouzadeh

University of Isfahan, Iran, mamouzadeh{at}hotmail.com, amouzadeh{at}ltr.ui.ac.ir

Manoochehr Tavangar

University of Isfahan, Iran, tavangar{at}engl.ui.ac.ir

This article focuses primarily on pictorial metaphors used by advertising firms in pre-and post-revolutionary Iran. By comparing the two sets of data, it argues that one of the main functions of pictorial metaphor in the post-revolutionary period is to reconcile two types of competing and conflicting ideologies: one based on advertising and the other inspired by Islamic values. Advertisers are not allowed, in post-revolutionary times, to manipulate the picture of women for their intended publicity of commercial products. However, they do employ some pictorial metaphors to redress the balance. The article also addresses other issues related to cultural and social aspects of contemporary Iran as reflected in Persian commercial advertisements.

Key Words: cultural values • ideology • metonymy • metaphor

International Journal of Cultural Studies, Vol. 7, No. 2, 147-174 (2004)
DOI: 10.1177/1367877904043237
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