Female-gender Representation in advertisements: a critical discourse analysis
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Date
2024
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UMT.Lahore
Abstract
This study aimed at depicting through critical discourse analysis of the Pakistani TV advertisements aired in prime timing that how voice is used to construct the female genders. The study is exploratory in nature and, therefore, is a qualitative one. In the current study, the qualitative approach has been adopted and out of the various methods available, critical discourse analysis has been chosen where Fairclough’s 3d model will be used in data analysis. As for the reason of choosing the qualitative method, the researcher keenly assesses the problems and subjects in power and detail because the data obtained in this study relies on people experiences which is more forceful and persuasive. For the purpose of the undertaken analysis, the data was gathered from four (4) Drama channels and twenty-five (25) advertisements were selected using the random sampling procedure. The specific headings under which the selected advertisements had been analysed are text (description), Interaction (interpretation), and context (explanation) and explains the gender roles and identities constructed for the females through the selected advertisements. This paper focuses on the social context which basically informs us that advertisements are central to marketing of products for the people and these advertisements are significant as they are part of the reflection and construction of our society. This study also gives some theories that people are prejudice in defining the roles of gender and in this way, distinction can be made between male and female genders. The discourses as analysed in this research are to consider the voice accorded to the females and equally the times when that voice is considered.