Advertisement in media and the behaviour of women in India and Iran: A comparative study

The impact of media on society is a widely discussed, debated and investigated subject of the 21stcentury. The media are rightly considered as the fourth estate of a democracy. The media are also known as informal universities that provide constant education, orientation and guidance to the mankind. India and Iran have emerged as prominent developing nations in the world from the points of view of information literacy, media literacy and so on. Television has emerged as a prominent source of education and development for women and other sections of society in the world. Women's development assumes great significance in India, Iran and other developing nations. Women are influenced by the advertisement promises of products that they will get something special to renovate their life. As regards the uses of television advertising, the study revealed that most of the respondents used the television advertising for multi-purposes including awareness about consumption patterns. The present investigation clearly emphasised that Iranian and Indian women are fully aware of the impact of television advertising on them. The future generation of researchers should concentrate on scientific evaluation of Internet system, process, practice and impact with special focus on different sections of the society