Social Neuroscience Approach of Persuasion in Visual Communication(s): A Qualitative Content Analysis of Female Representations in Pakistani Advertisements

Abstract

The present study discusses the social persuasion advertisers use to implicitly communicate society’s sociocultural norms through visual communication in advertisements, specifically in Pakistan. For instance, the research explores how advertisers, as cultural brokers, represent women by challenging established sociocultural norms by utilising persuasive strategies through visual communication in Pakistani ads. The research comes under the qualitative content analysis paradigm; the data were collected, identified, interpreted, and analysed, focusing on the cultural values/norms represented through women’s dressing and sexually devised postures in Pakistani society. Moreover, the research employed the constant comparison method for the data analysis. Findings indicate that Pakistani advertisers represent women mainly in a stereotypical manner. However, when they deviate from representing her in a non-stereotypical way, they go far beyond the set norms to persuade them quickly. For instance, they found representing women as a posture of sexual appeal to persuade ordinary people’s minds by employing social neuro-persuasion challenging the Pakistani established sociocultural beliefs, norms, or values. These advertisers seem to deviate from traditional ideologies because they minutely know the sensual, desirous nature of most Pakistani men. Henceforth, they represent women as an alluring tool of persuasion.