During the last three decades, many studies were concerned with the image of women in TV ads, which reflects the interest of the academic community in how women are portrayed and stereotyped. Although there are many studies on the image of women in television,we know little about how people perceive this image. In the content analysis studies of "the portrayal of women in TV ads", always we decide what is positive or negative according to our criteria as researchers, without giving the opportunity to respondents to decide in accordance with their frameworks of reference what are positive and...