Semiotic Analysis of Gender in Advertisements Displayed in Punjab and Khyber Pakhtunkhwa (KPK)

Abstract

Gender portrayal in advertising is a critical aspect of understanding how societal norms and expectations surrounding gender roles and identity are constructed and reinforced. Many studies have examined the representation of gender in advertising, but little research has been done on outdoor billboard advertising, especially from a Pakistani perspective. This study aims to fill this gap by investigating how gender is portrayed in international, national, and local ads in both the Punjab and Khyber Pakhtunkhwa (KPK) provinces, using semiotic analysis as the method of inquiry. A sample of 360 billboards was selected using purposive sampling, and the study was grounded in Ferdinand de Saussure's theory of social semiotics and Charles Sanders Peirce's philosophy of signs. The findings revealed significant differences in the portrayal of gender across different product categories in outdoor advertising, as well as differences between the two provinces. Women were often objectified, and gender stereotypes such as the idea that women should be responsible for household duties, nurturing roles, and male dominance were commonly depicted in both provinces. The study highlights the need for policymakers and industry professionals to establish codes of ethics for gender representation in outdoor billboard advertising in Punjab and KPK.