PORTRAYAL OF WOMEN IN PAKISTANI TELEVISION COMMERCIALS: A MULTIMODAL ANALYSIS

Authors

  • MahalAyub Scholar, MPhil in English Linguistics, Department of English Linguistics and Literature, Riphah International University, Faisalabad Campus, Pakistan Author
  • Dr. Rehan Muhammad Assistant Professor of Linguistics, Department of English, Emerson University, Multan, Pakistan Author
  • Dr. Wasim Hassan Associate Professor of English, Department of English Linguistics and Literature, Riphah International University, Faisalabad Campus, Pakistan Author

Keywords:

Gender stereotypes, advertisements, objectification, portrayal of women

Abstract

As an important mode of communication, television advertisements influence social customs and opinions, particularly those related to gender roles. The study investigates the language used in Pakistani advertisements that portray women in stereotyped positions and stresses how the women are objectified, which limits their perception in more contributing roles. Using the qualitative analysis, the study focuses on visual, verbal, and auditory elements. The Kress theory of multimodality (2009) is applied to Bonus detergent and Lux soap commercials broadcasted on famous Pakistani television channels. The findings demonstrate the domesticity and elevate beauty standards that expose gender stereotypes and objectification of women. Furthermore, the study offers effective techniques that can assist legislators and advertisers in promoting more positive and diverse portrayals of women in advertisements.

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Published

2025-06-26

Issue

Vol. 8 No. 3 (2025): (JALT)

Section

Articles