THE REPRESENTATION OF MEN AND WOMEN IN ADVERTISEMENTS: A CRITICAL DISCOURSE ANALYSIS

Abstract

This study examines the social values, choices and ideologies that are produced and reinforced in and through advertisements. The analyses are based on twelve different advertisements aired on Pakistani T.V channels and internet (Western). The study has focused on how male and female are represented differently through ads in order to serve gender inequality and power relations. The study has used critical discourse analysis (CDA) and semiotics as research tools. It provides researchers to analyse how different meanings and ideologies are constructed, processed and legitimised in social practices than just examining the discursive texts. The analysis is based on Fairclough’s three dimensional framework – description (textual features), interpretation (discursive practice) and explanation (social practice). The study has also problematized ads by applying ‘a propaganda model’ presented by Herman and Chomsky.

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