Abstract
This study is aimed to investigate the gender portrayals in Pakistani television commercials that run on Pakistani television channels. The research is mainly a content analysis, intends to examine the gender representation of male and female in Pakistani television commercials. For this purpose the commercials have been closely investigated considering the male and female role portrayals, demographic focus and main voice over/ narrators. Twenty-five commercials were randomly selected from four broad categories of household products, beauty products, telecommunications and edibles. These four product categories represent those television advertisements that have been given greater exposure (in terms of space allocated / air time) on Pakistani television channels and also enlist in top ten product category in the year 2008. The aforementioned top ten product category list was prepared by Gallup Pakistan and accessed from the Aurora purple book (Pakistani advertising magazine) published by Dawn group of newspapers in 2008. (Gallup Pakistan) The research framework attempts to familiarize the readers with the gender representation in Pakistani television commercials, their similarities and differences in comparison with the existing literature from various countries.
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