The study begins with the idea that advertising is a form of culture. Therefore, it is not possible to be surrounded by an actual briefing from one-sided premises such as those that are based solely on the artistic, aesthetic or technical aspects, without linking it to the culture in which it is produced.
The researcher attempts to shed light on the relation between the advertising letter and the concept of gender. And here lies the importance of the research as the content of the ads and their form and implicit values in the text and image reflect the cultural values that must be identified as well as the most important roles that are stereotyped in advertisements and their relationship to the culture of society.
Advertising is an important factor in socialization in modern societies and is used as a tool to preserve some social structures such as gender. The differences are between man and woman in attitudes, behavior and social status is portrayed. These differences are gender-specific. The ads give viewers a glimpse of a world with social definitions, relationships, and gender roles. These images are developed to imitate the real life and many misconceptions of the imagination and reality in particular the ads.
The problem lies in the issue of gender sterotyping in advertisement and how to shorten roles in a particular style. Gender stereotyping can be defined as a situation in which a person’s value is limited by his attractiveness or sexual behavior, which leads to the exclusion of his other characteristics and conversion to sexual use. People have to simplify the imperfections which may be limited to a certain form without paying attention to the myriad of other choices.
Since its invention by the Ancient Romans and later developed during the mid-18th century, the concrete structure and finish, has been considered as the most powerful, practical, economic and constructional material that meets the building’s architectural and aesthetical requirements. By creating unique architectural forms, the pioneer architects used concrete widely to shape up their innovative designs and buildings.
The pre-mixed ultra-high performance concrete which manufactured by Lafarge.
The transparent concrete and cement that allow the light beams to pass through them, introduces remarkable well-lit architectural spaces within the same structural criteria. This product is a recyclable, sustainab
... Show MoreDue to the significance of hospital drinking water, a study was done to assess the water in three hospitals in Baghdad (Al-Yarmouk Teaching Hospital, Ibn Sina Hospital, and Ibn-Al-Nafis Hospital) for its nature and quality, compare it to other hospitals in terms of its physical, chemical, and bacterial specifications, and compare it to international standards. According to Iraqi standards from 2009 and WHO standards from 2011, Chemical factors were measured, which included pH, Total Dissolved Solids (TDS), and Calcium Ion (Ca+2). Reported readings are all within acceptable ranges for drinking water. In contrast, turbidity, total hardness (T.H.), chlorides (Cl-), magnesium (Mg+2), the number of aerobic plates (APC), total coliform (T
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Exposure to lead results in significant accumulation in most of vital organs, and free radical damage has been proposed as a cause of lead-induced tissue damage, where oxidative stress is a likely molecular mechanism. This study was designed to evaluate therapeutic effects of melatonin in lead-induced organ toxicity in rats. The therapeutic effects of melatonin on lead induced toxicity in rats were evaluated using 36 rats, which were allocated into 3 groups and treated as follows: Group I, includes 12 rats injected subcutaneously with 0.2 ml physiological saline for 30 days, followed by treatment with a daily dose of 20mg/kg melatonin, administrated I.P for the successive 30 da
... Show MoreThis study aimed to detect Anaplasma phagocytophilum in horses through hematological and molecular tests. The 16S rRNA gene of the Anaplasma phagocytophilum parasite was amplified by polymerase chain reaction (PCR), then sequenced, and subjected to phylogenetic analysis to explore "Equine Granulocytic Anaplasmosis" (EGA) infection in three important gathering race horses areas in Baghdad governorate, Iraq. Blood samples were obtained from 160 horses of varying ages, three breeds, and both sexes, between January and December 2021. Prevalence and risk variables for anaplasmosis were analyzed using statistical odds ratio and chi-square tests. Results demonstrated that clinical anaplasmosis symptoms comprised jaundice, wei
... Show MoreOne hundred of dialysis patients' mean age ( 51.18±8.28) years and one hundred healthy control group , where carried out from different hospitals of Baghdad city , during the period between November /2012 until March/2013. Blood samples were collected before dialyzing for estimation the concentration of urea, creatinine, uric acid, random blood sugar , calcium and cholesterol by enzymatic method detected spectrophotometerically.
The aim of this study is to determine concentration of urea, creatinine, uric acid, RBS , calcium and cholesterol in hemodialysis patients in Baghdad . The results showed that there were highly significant increases (P<0.01) in the mean of creatinine ,
... Show MoreAcontaminated ophthalmic solutions represent a potential cause of avoidable ocular infection. This study aimed to determine the magnitude and pattern of microbial contamination of eye drops in out patient at the department of ophthalmology, at Baghdad national hospital, Iraq. Fifty four vials from the out patient clinic were obtained for microbial examination after an average use of 2 weeks. The dropper tip and the residual eye drop were examined for contamination. The specimens were cultured, the number of colonies counted, the organisms identified. Eight (15%) out of 54 analyzed vials were contaminated , most bacteria identi
... Show MoreNow that most of the conventional reservoirs are being depleted at a rapid pace, the focus is on unconventional reservoirs like tight gas reservoirs. Due to the heterogeneous nature and low permeability of unconventional reservoirs, they require a huge number of wells to hit all the isolated hydrocarbon zones. Infill drilling is one of the most common and effective methods of increasing the recovery, by reducing the well spacing and increasing the sweep efficiency. However, the problem with drilling such a large number of wells is the determination of the optimum location for each well that ensures minimum interference between wells, and accelerates the recovery from the field. Detail
The present study includs the isolation and identification of Keratinophilic fungi in fresh water samples collected from Tigris river in Baghdad, Iraq. Samples were collected from different districts of Baghdad (Al-Rustumia, Madina Al-Teb, Al-Azamia, Al-Kadimia, Al-Dorha and Al-Kanah). The water samples were examined for keratinophilic fungi by the plating method culturing and Hair Baiting Technique. A total number of 18 genera are recorded, in which the Tigris water indicates an impressive diversity of fungi. A variety of fungal strains were isolated from river water, out of 814 fungal colonies, Aspergillus terrus (5.5%) was the most frequent species, followed by Asperg
... Show MoreThe construction sector is considered an important and influential pivot in the national economy of any country. Nations are working to develop this sector, receiving modern and developed techniques. So, this sector can be a carrier or a receiver of modern technologies. The cost of technology transfer between the international companies that sponsor this sector is a matter of great importance, especially since different factors affect the need for this advanced technology. The cost of technology transfer in construction is related to multiple factors presented by Knowledge, equipment, plant, hardware and software. The lack of distinguishing and evaluating the direct and indirect costs in the construction sector during
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