Abstract
Majority of Pakistani TV commercials debase women and objectify them as
intellectually retard oriented in lookism. The commodification of women
invalidates the modus operandi of modern feminism which appreciates careerpursuing women. This trivialization of women is in cognizance with the gender
schema theory which proposes that people have implicit cognitive structures that
provide them with genderized expectancies when processing information. Our
paper examines women identity in Pakistani TV advertisements and premises that
they follow gender schema theory. The study contends that the advertising
agency commercializes the patriarchal orientation of the society and propagates
gender-based roles for the individuals. The study attempts to show that
advertising industry is, at heart, only a reflection of societal values, hopes and
expectations.
Mohammad Iqbal, Amjad Ali, Riaz-ud-Din, Syed Shujaat Ali. (2016) Gender Schema in Pakistani TV Commercial Ads, Putaj Humanities And Social Science, Volume-23, Issue-2.
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