Abstract
Creative industries have been considered crucial to the economic well-being of any country. Besides the economy, the advertising industry has been investigated in West for its influence on the minds of its consumers. Pakistan has a diversity of culture and impact of creative industries on common people is not studied yet. The present study analyses the advertising discourse to explore gender construction through language and visuals in Pakistani print media. The sample includes four national English newspapers collected over a period of one month. An asymmetrical and stereotypical portrayal of women emerges from discourse analysis. Along with gender-specific language, images are constructed to render women marginalised as compared to men in Pakistani society. Results imply that creative industries have a potential to exert an ever-lasting impact on mass-mind but have become a tool in the hands of influential people.
Highlights
Media is an integral part of daily life, and advertising is its powerful tool to provide an economic boost to media in particular and industries in general, and can inform, promote, and penetrate into the human consciousness deeply
Media and advertising can be viewed as a primary and powerful tool for perpetuating gender stereotypes despite a compelling change observed in women participation in every field
The present study followed the approach of critical discourse analysis (CDA) and conducted a multi-model analysis
Summary
Media is an integral part of daily life, and advertising is its powerful tool to provide an economic boost to media in particular and industries in general, and can inform, promote, and penetrate into the human consciousness deeply. The present study intends to explore how one gender is Researcher’s interest lies in examining the semiotic structure of gender marginalisation mediated by linguistic aspects as at vocabulary or discourse level as discussed in detail by Gunther Kress and Theo van Leeuwen (1996). Through this analysis, the present study will inform the role of visual and textual discourse in creating stereotypes which affect men and women behaviour following generally established gendered roles in society
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