CREATIVE MARGINALIZATION OF GENDER: A DISCOURSE ANALYSIS OF ADVERTISEMENTS IN PAKISTANI NEWSPAPERS
Open Access
- 27 March 2018
- journal article
- Published by Vilnius Gediminas Technical University in Creativity Studies
- Vol. 11 (1) , 152-161
Abstract
Creative industries have been considered crucial to the economic well-being of any country. Besides the economy, the advertising industry has been investigated in West for its influence on the minds of its consumers. Pakistan has a diversity of culture and impact of creative industries on common people is not studied yet. The present study analyses the advertising discourse to explore gender construction through language and visuals in Pakistani print media. The sample includes four national English newspapers collected over a period of one month. An asymmetrical and stereotypical portrayal of women emerges from discourse analysis. Along with gender-specific language, images are constructed to render women marginalised as compared to men in Pakistani society. Results imply that creative industries have a potential to exert an ever-lasting impact on mass-mind but have become a tool in the hands of influential people.Keywords
This publication has 21 references indexed in Scilit:
- Toward Better Gender Equality? Portrayals of Advertising Models’ Occupational Status in Chinese MagazinesJournal of International Consumer Marketing, 2015
- Animals, archetypes, and advertising (A 3 ): The theory and the practice of customer brand symbolismJournal of Marketing Management, 2013
- Fifty Years of Advertising Images: Some Changing Perspectives on Role Portrayals Along with Enduring ConsistenciesSex Roles, 2010
- A meta-analysis of gender roles in advertisingJournal of the Academy of Marketing Science, 2009
- Female role stereotypes in print advertisingEuropean Journal of Marketing, 2009
- “Discover The Power Of Femininity!”Feminist Media Studies, 2006
- BELIEVING IS SEEING:Gender & Society, 1993
- Principles of Critical Discourse AnalysisDiscourse & Society, 1993
- Polarising Trends in Female Role Portrayals in UK AdvertisingEuropean Journal of Marketing, 1990
- Role Portrayals in British Magazine AdvertisementEuropean Journal of Marketing, 1985