Abstract
This study examines the social values, choices and ideologies that
are produced and reinforced in and through advertisements. The
analyses are based on twelve different advertisements aired on
Pakistani T.V channels and internet (Western). The study has
focused on how male and female are represented differently
through ads in order to serve gender inequality and power
relations.
The study has used critical discourse analysis (CDA) and
semiotics as research tools. It provides researchers to analyse how
different meanings and ideologies are constructed, processed and
legitimised in social practices than just examining the discursive
texts. The analysis is based on Fairclough’s three dimensional
framework – description (textual features), interpretation
(discursive practice) and explanation (social practice). The study
has also problematized ads by applying ‘a propaganda model’
presented by Herman and Chomsky.
The findings have indicated that advertisements promote gender
inequality and the patriarchal ideology. The advertisers use
various strategies (textual and body features) in order to
naturalize stereotypical roles of male and female. Such advertisements reinforce soft, decorative, ignorant, family
oriented but intellectual women. On the other hand, men are
represented as courageous, bold and bread winner. As a result,
the ads serve social power relations and support the patriarchal
state. This study, therefore has suggested that critical analysts
needs to reveal and challenge implicit social values and decided
images for male and female embedded in advertisements. The
study also suggests how the role of women may be presented
beyond her traditional role in a patriarchal society.
Marvi Shaikh, Dr. Faraz Ali Bughio, Pakistan. (2015) The Representation Of Men And Women In Advertisements: A Critical Discourse Analysis, The Women - Annual Research Journal of Gender Studies, Volume-07, Issue-1.
-
Views
1063 -
Downloads
117
Previous Article
Article Details
Volume
Issue
Type
Language
