2022

Permanent URI for this collection

Now showing 1 - 1 of 1

Representation of women in advertisement
(UMT, Lahore, 2022) AQSA FATIMA
This research looks at commercials on television from a feminist perspective. This study emphasizes the use of language in television commercials utilized by promoters to attract the viewers. The research demonstrates how biased language is utilized in commercials and how language is used to describe the female body. Fairclough's (2001) critical discourse examination and Machin's (2007) multimodal examination were employed for visual and linguistic studies. The data show that various socio-cultural frameworks are employed to display women in commercials. Commercials portray a stunning feminine body. This research also demonstrates that language is used to establish attractiveness and appearance notions, and commercials are used to create various stereotypes about women's looks and bodies. As a result, marketing language is utilized to manipulate human brains and generate a fantasy standard of living.