The role of Television advertisement in women in India and Iran: A comparative study

The television has been the centre stage issue in the media debate. Today, television has become an all pervasive medium of communication. The role of television as a medium of communication and advertisement is subjected to extensive research across the globe. Television and other media of communication are part of external environment that have a bearing on the personality of women. Advertising has promotional, educative, economic and social dimensions. Women are influenced by the advertisement promises of products that they will get something special to renovate their life. The study underlines the multi-faceted utility and impact of television advertising in Iran and India from women's point of view. The attitude of women in India and Iran towards television advertising is quite positive and most of the respondents have accorded high and moderate priority for television advertising, which disseminated different kinds of messages and services useful to women. The analyses revealed the perception of women about advertising in general and television advertising in particular with special reference to Iran and India.