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DEFYING GENDERED STEREOTYPES A MULTIMODAL ANALYSIS OF PAKISTANI ADVERTISEMENTS

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01 Pages : 1-10

http://dx.doi.org/10.31703/gdpmr.2022(V-III).01      10.31703/gdpmr.2022(V-III).01      Published : Sep 2022

Defying Gendered Stereotypes: A Multimodal Analysis of Pakistani Advertisements

Abstract

    This study aims to explore the feministic strands in Pakistani advertisements. The focus of this paper is to analyze the implied meanings of these advertisements, which seem to break the gendered stereotypes and normalize feministic viewpoints about the ideal body, complexion and gender roles. This paper presents the linguistic and visual analysis of the ads, focusing on their breakdown of gender-based stereotypes and their demonstration of feministic messages in the Pakistani cultural context. The interdisciplinary theoretical underpinning for this study includes the visual multimodal of Kress and Leuwen (1996). A close analysis of Pakistani advertisements shows that most of the companies are defying the socio-cultural stereotypes regarding women and are presenting the feministic stances as a new normal. By focusing on the notion of change, this paper argues that this altered approach of the advertisement companies is an attempt to transform the traditional attitude of Pakistani patriarchal society towards social and cultural gender roles of women.

    Gendered Stereotypes; Multimodality; Feministic Strands; Advertisement; Gender Roles

    (1) Amna Murad
    Lecturer, University of Management and Technology, Lahore, Punjab, Pakisan
    (2) Zakia Mushtaq
    Lecturer, University of Management and Technology, Lahore, Punjab, Pakistan.
    (3) Atifa Binth e Zia
    Lecturer, University of Management and Technology, Lahore, Punjab, Pakistan.
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Cite this article

APA

    APA : Murad, A., Mushtaq, Z., & Zia, A. B. e. (2022). Defying Gendered Stereotypes: A Multimodal Analysis of Pakistani Advertisements. Global Digital & Print Media Review, V(III), 1-10. https://doi.org/10.31703/gdpmr.2022(V-III).01

CHICAGO

    CHICAGO : Murad, Amna, Zakia Mushtaq, and Atifa Binth e Zia. 2022. "Defying Gendered Stereotypes: A Multimodal Analysis of Pakistani Advertisements." Global Digital & Print Media Review, V (III): 1-10 doi: 10.31703/gdpmr.2022(V-III).01

HARVARD

    HARVARD : MURAD, A., MUSHTAQ, Z. & ZIA, A. B. E. 2022. Defying Gendered Stereotypes: A Multimodal Analysis of Pakistani Advertisements. Global Digital & Print Media Review, V, 1-10.

MHRA

    MHRA : Murad, Amna, Zakia Mushtaq, and Atifa Binth e Zia. 2022. "Defying Gendered Stereotypes: A Multimodal Analysis of Pakistani Advertisements." Global Digital & Print Media Review, V: 1-10

MLA

    MLA : Murad, Amna, Zakia Mushtaq, and Atifa Binth e Zia. "Defying Gendered Stereotypes: A Multimodal Analysis of Pakistani Advertisements." Global Digital & Print Media Review, V.III (2022): 1-10 Print.

OXFORD

    OXFORD : Murad, Amna, Mushtaq, Zakia, and Zia, Atifa Binth e (2022), "Defying Gendered Stereotypes: A Multimodal Analysis of Pakistani Advertisements", Global Digital & Print Media Review, V (III), 1-10

TURABIAN

    TURABIAN : Murad, Amna, Zakia Mushtaq, and Atifa Binth e Zia. "Defying Gendered Stereotypes: A Multimodal Analysis of Pakistani Advertisements." Global Digital & Print Media Review V, no. III (2022): 1-10. https://doi.org/10.31703/gdpmr.2022(V-III).01