This paper, utilizing comparative cultural studies, examines Iran’s State television (IRIB) advertising directions under two distinct political eras: Conservative era (2011-2013) and Moderate Reformist era (2013-2015). It seems that the transition from the former to the latter exerts patent influence on Iran’s national and international diplomacies which can be traced both at macro and micro levels. To address a nuanced shift at the micro level, the paper compares IRIB’s beauty-product advertisements broadcasted during the two political eras. Critical discourse analysis (CDA) paves the way for identifying the two political parties’ approaches toward crucial issues which determine IRIB’s mode of advertising. We find that IRIB employs quite different strategies to reflect the Conservative and Moderate Reformist fractions’ approaches to gender issues, national identity and political independence. Witnesses to such change are in two categories: characterization and brand

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