DEFYING GENDERED STEREOTYPES A MULTIMODAL ANALYSIS OF PAKISTANI ADVERTISEMENTS

http://dx.doi.org/10.31703/gdpmr.2022(V-III).01      10.31703/gdpmr.2022(V-III).01      Published : Sep 3
Authored by : Amna Murad , Zakia Mushtaq , Atifa Binth e Zia

01 Pages : 1-10

References

  • Bibi, M., & Khan, S. (2009). Portrayal of Women in Advertising of Pakistani Media.
  • Currie, D. H. (1997). Decoding Femininity: Advertisements and Their Teenage Readers. Gender and Society, 11(4), 453– 477.
  • Diamond, M. (2002). "Sex and Gender Are Different: Sexual Identity and Gender Identity Are Different." Clinical Child Psychology & Psychiatry 7(3), 320–334. https://doi.org/10.1177/1359104502007003002
  • Doyle, J. A., & Paludi, M. A. (1985). Sex and gender: the human experience Dubuque, IA: W M C Brown
  • Fikkan, J. L., & Rothblum, E. D. (2012). Is fat a feminist issue? Exploring the gendered nature of weight bias. Sex Roles, 66(9), 575- 592. ttps://doi.org/10.1007/s11199-011-0022-5
  • Iftikhar, M, Azia, F& Latif, F. (2020). Femininity in Pakistani Advertising: Portrayal of Gender Relationships & Islamic Values in Pakistani Television Commercials, 21(1),
  • Kamran, S. (2010). Potential issues of skin fairness creams TV advertisements in Pakistan. EJBO-Electronic Journal of Business Ethics and Organization Studies. 15(1), http://urn.fi/URN:NBN:fi:jyu-201010052959
  • Little, W., & Little, W. (2014). Gender, Sex, and Sexuality. Introduction to Sociology-1st Canadian Edition.
  • Das, M. (2000b). Men and women in Indian magazine advertisements: A preliminary report. Sex Roles, 43(9/10), 699–717. https://doi.org/10.1023/a:1007108725661
  • Milner, L. M., & Higgs, B. (2020). Gender Sex- Role Portrayals in International Television Advertising over Time: The Australian Experience. 81-95, https://doi.org/10.1080/10641734.2004.10505166
  • Orbach, S. (2016). Fat is a feminist issue. Random House. Print.
  • Rasul, A. (2000). Women in advertisements. Journal of Mass Communication, Lahore Publishers & Co.
  • Royce, T. (2009). The shape of abuse: Fat oppression as a form of violence against women. In E. Rothblum & S. Solovay (Eds.), The fat studies reader (151–157). New York: New York University Press.
  • Shah, B. (2020). In Search of a Pakistani feministic Discourse in B. Zahoor. & R. Rumi.(Eds) Rethinking Pakistan: A 21st century Perspective. Anthem Press,
  • Shah, N. M., Ahmad, N., & Sathar, Z. A. (1986). Changes in Female Roles in Pakistan: Are the Volume and Pace Adequate? [with Comments]. The Pakistan Development Review, 25(3), 339–369.
  • Shahwar, D. (2013). A study of audience perception about the portrayal of women in advertisement of Pakistani electronic media. J. Glob. & Sci. Issues, 1(2), 15-26.
  • Shahzad, A., & Deeba, S. (2011). Men, women and TV Ads: The representation of men and women in the advertisements of Pakistani electronic media. Journal of media and communication studies, 3(4), 151-159.
  • Sorrels, B., & Persing, B. S. (1983). The nonsexist communicator: Solving the problems of gender and awkwardness in modern English. Prentice Hall.
  • Starr, C. (1996). [Review of Material Girls: Making Sense of Feminist Cultural Theory.; Resident Alien: Feminist Cultural Criticism., by S. D. Walters & J. Wolff]. Contemporary Sociology, 25(6), 818–820. https://doi.org/10.2307/2077318. Web.
  • Wolf, N. (2013). The beauty myth: How images of beauty are used against women. Random House.
  • Bibi, M., & Khan, S. (2009). Portrayal of Women in Advertising of Pakistani Media.
  • Currie, D. H. (1997). Decoding Femininity: Advertisements and Their Teenage Readers. Gender and Society, 11(4), 453– 477.
  • Diamond, M. (2002). "Sex and Gender Are Different: Sexual Identity and Gender Identity Are Different." Clinical Child Psychology & Psychiatry 7(3), 320–334. https://doi.org/10.1177/1359104502007003002
  • Doyle, J. A., & Paludi, M. A. (1985). Sex and gender: the human experience Dubuque, IA: W M C Brown
  • Fikkan, J. L., & Rothblum, E. D. (2012). Is fat a feminist issue? Exploring the gendered nature of weight bias. Sex Roles, 66(9), 575- 592. ttps://doi.org/10.1007/s11199-011-0022-5
  • Iftikhar, M, Azia, F& Latif, F. (2020). Femininity in Pakistani Advertising: Portrayal of Gender Relationships & Islamic Values in Pakistani Television Commercials, 21(1),
  • Kamran, S. (2010). Potential issues of skin fairness creams TV advertisements in Pakistan. EJBO-Electronic Journal of Business Ethics and Organization Studies. 15(1), http://urn.fi/URN:NBN:fi:jyu-201010052959
  • Little, W., & Little, W. (2014). Gender, Sex, and Sexuality. Introduction to Sociology-1st Canadian Edition.
  • Das, M. (2000b). Men and women in Indian magazine advertisements: A preliminary report. Sex Roles, 43(9/10), 699–717. https://doi.org/10.1023/a:1007108725661
  • Milner, L. M., & Higgs, B. (2020). Gender Sex- Role Portrayals in International Television Advertising over Time: The Australian Experience. 81-95, https://doi.org/10.1080/10641734.2004.10505166
  • Orbach, S. (2016). Fat is a feminist issue. Random House. Print.
  • Rasul, A. (2000). Women in advertisements. Journal of Mass Communication, Lahore Publishers & Co.
  • Royce, T. (2009). The shape of abuse: Fat oppression as a form of violence against women. In E. Rothblum & S. Solovay (Eds.), The fat studies reader (151–157). New York: New York University Press.
  • Shah, B. (2020). In Search of a Pakistani feministic Discourse in B. Zahoor. & R. Rumi.(Eds) Rethinking Pakistan: A 21st century Perspective. Anthem Press,
  • Shah, N. M., Ahmad, N., & Sathar, Z. A. (1986). Changes in Female Roles in Pakistan: Are the Volume and Pace Adequate? [with Comments]. The Pakistan Development Review, 25(3), 339–369.
  • Shahwar, D. (2013). A study of audience perception about the portrayal of women in advertisement of Pakistani electronic media. J. Glob. & Sci. Issues, 1(2), 15-26.
  • Shahzad, A., & Deeba, S. (2011). Men, women and TV Ads: The representation of men and women in the advertisements of Pakistani electronic media. Journal of media and communication studies, 3(4), 151-159.
  • Sorrels, B., & Persing, B. S. (1983). The nonsexist communicator: Solving the problems of gender and awkwardness in modern English. Prentice Hall.
  • Starr, C. (1996). [Review of Material Girls: Making Sense of Feminist Cultural Theory.; Resident Alien: Feminist Cultural Criticism., by S. D. Walters & J. Wolff]. Contemporary Sociology, 25(6), 818–820. https://doi.org/10.2307/2077318. Web.
  • Wolf, N. (2013). The beauty myth: How images of beauty are used against women. Random House.

Cite this article

    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 : 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 : 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 : 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 : 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 : 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 : 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