Abstract
The current study endeavours to accomplish the objectives to explain the multi-layered
meaning of billboard advertisements. Inclusively, the objective of the current study was to
focus on elaboration, exploration and elucidation of the advertiser’s intended meaning,
cultural devaluation and objectification of gender. A advertisement techniques like the
linguistic message, brand name and colour were also symbolically interpreted for gender roles
and societal degradation. The present study reinforced the consumers’ views that
advertisements were mostly a consequence of cultural standards and adherent to dominant
societal conducts. All six (6) billboard advertisements selected through convenient sampling
endured objectives in the data analysis chapter where the descriptive qualitative study was
carried out under the framework of Fairclough’s 3-Dimensional Model (1993, 2007, 2013):
Description, Interpretation and Explanation. The objectives lead to a contribution to
prevailing knowledge in many aspects like academic, cultural, psychological and social
change at a global level.
Mansoor Hassan, Shahzeb Chadhar Shafi, Muhammad Hamzah Masood. (2021) Literary Discourse Study: A Critical Media Analysis Amidst Gender Roles And Society In Pakistan , Pukhtunkhwa Journal, Volume-06, Issue-1.
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