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- Title
Patriarchal Consumerism: Critical Discourse Analysis of Pakistani Gendered TVCs.
- Authors
Khalid, Marya; Zubair Baig, Mirza Muhammad
- Abstract
TV Commercials (TVCs), a popular part of invasive advertisement culture, where play an important role in the promotion of consumerist ideology embedded in the language and visuals, the advertisers use innovative techniques to promote popular gender-specific ideology to persuade the targeted consumers and maximize the sale and profit of the product. The present study selects sample of 6 Pakistani TVCs and applies Fairclough's three dimensional model of Critical Discourse Analysis (CDA) to analyze how the T.V ads encourage stereotypical images of men and women. At the end, it is suggested that TVCs should promote gender equality by deconstructing and revising the patriarchal assumptions about women.
- Subjects
TELEVISION commercials; CONSUMERISM; PATRIARCHY; TELEVISION advertising; FAIRCLOUGH, Norman
- Publication
Language in India, 2016, Vol 16, Issue 8, p59
- ISSN
1930-2940
- Publication type
Article