إشكالية توظيف صورة المرأة في المطبوع الإعلاني

الملخص EN

The image of woman took an important and distinctive place in the Arab thought and deviation towards this Arab original heritage in employing the image of woman in the advertising publication gives the same Arab importance in revealing the treasures that are hidden in the Arab heritage making her dis- tinguished than others without having an outer influence.

The study aims at showing the ranges of using the image of woman in the advertising publication; the spatiotemporal limits of the study are restricted to local commercial posters of Pale Post Company, Zain Company for Communication and The Iraqi Mediator Magazine for the Local Commercial Advertisement for the period of time 2009-2010 in Nineveh- Iraq.

The first chapter of the study dealt with definitions and terms concerning the study.

The second included the theoretical frame which consisted of three sections; the first was an intro- duction to the industry of image, the expressive dimension of image, the specificity of using the image of woman in the Arab society, its functional dimension and the designing beauty in the woman’s image.

The second chapter dealt with the im- age and its relation with the correcting constituents.

The third section dealt with the correcting basis of using woman’s image in the advertising publication.

The third chapter was a dem- onstration for the procedure of the study.

As for the fourth chapter; it dealt with what have been achieved of the research procedures, then achieving the aims of the study through the analyzing the samples.

The results showed on over exaggerat- ing in the Arab and foreign writing constituents lead to wast- ing of the advertising space, weakness in its activity in evok- ing attractively and beauty enjoinment, and the beauty of the design of the image depends on the structure of each subject separately.

And this structure is not founded on the beauty of form or even its content like any other artistic work generally; because the benefit of value performance is one of the con- stituents of the designing environment.