Male stereotypes in television advertisements in Pakistan

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dc.contributor.authorZainab Kamran Mirza
dc.date.accessioned2017-12-13T04:45:28Z
dc.date.available2017-12-13T04:45:28Z
dc.date.issued2015
dc.descriptionSupervised by:Dr. Ifra Iftikharen_US
dc.description.abstractThis is the study of male portrayal in television commercials. It focuses on male gender depiction in advertisements in electronic media. The study provides the evidence that male gender depiction in the advertisements is question on stereotypical portrayals. The content analysis is used as a research methodology. 710 broadcasted TVCs which have at least one male character are selected from three channels i.e. Dunya News, Express News and Hum TV. After eliminating public service messages, repetition of ads, paid content, animated ads, and ads with no human character, the sample of 60 ads was further coded for nine distinguished categories and sub-categories. Purposive sampling technique has been used for data collection. The outcome of the research question “what are the stereotypes associated with men in Pakistani advertisements?” supports the hypotheses “Depiction of men in TV ads is positively aligned with the traditional male role expectations of the society” and stereotypes of male gender roles exist today in our society and dominate the overall portrayal.en_US
dc.identifier.urihttps://escholar.umt.edu.pk/handle/123456789/2293
dc.language.isoenen_US
dc.publisherUniversity of Management and Technology Lahoreen_US
dc.subjectMale genderen_US
dc.subjectStereotypical portrayalen_US
dc.subjectM.Phil Thesisen_US
dc.titleMale stereotypes in television advertisements in Pakistanen_US
dc.titleMale stereotypes in television advertisements in Pakistanen_us
dc.title.alternativea content analysisen_US
dc.typeThesisen_US
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