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Gender is a socially constructed entity which is inculcated in the members of society according to their sex type (Bem,
1981). This entity is created and recreated through different media and sources. During this process of creating and
recreating, particular stereotypical roles of gender are compartmentalized for males and females. In the modern
world, television advertisements are a major way of doing the marketing of products. But what happens alongside is
the stereotyping of gender roles. Many studies have been conducted in countries like US, Britain, Italy and Japan
where it was found that gender roles are made firm through television advertisements. Pakistani society is not devoid
of such phenomena. This study is a replication of the studies conducted in before mentioned countries. However, there
is a slight difference between this study and the others i.e. this study analyzes only five of eleven categories which are:
gender, role, location, reward and argument. For this purpose, fifty TV commercials from different Pakistani channels
were analyzed to ascertain the stereotyping of women and men. These TV commercials comprised of following genres:
outfits, cellular mobile networks, beverages, food, cosmetics, electric appliances, kitchen and bathroom products,
banking and medical products. This study is qualitative in nature and is the replication of Furnham and Voli’s (1989)
study which was conducted in Italy. From the said fifty commercials it was ascertained that how males and females
are represented and stereotyped in the said categories. The data were coded and presented in the form of percentage
and frequencies. Surprisinglyonly the gender roles category had significant differences in which females are
portrayed in more subjugated roles.
Wafa Mansoor Buriro, Ghulam Ali Buriro, Ghazal Kazim Syed. (2019) GENDER REPRESENTATION IN PAKISTANI TELEVISION COMMERCIALS, Journal of Social Sciences & Interdisciplinary Research, Volume 8, Issue 1.
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