Abstract
Television advertisements are fundamental in our society and have been the subject of analysis by several analysts and researchers interested in studying gender roles and stereotypes. This research article aims to explore the nature of men-women interaction in Pakistani TV advertisements and examine what issues arise from it, using Fairclough’s 3-dimensional discourse analysis model on a sample of 7 advertisements. Based on the findings, a questionnaire-type survey was conducted to understand further the effect of gender roles, their representation and relationships on the audience’s perception. The research reveals that Pakistani TV advertisements promote and challenge gender stereotypes,moving towards gender neutrality. This research provides analysts with a new outlook to analyze advertisements that not just reveal dominant/submissive relationships but also a healthy, positive and cooperative relationship between husband and wife.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
