Abstract
The current study aims to identify particular ways through which social actors are represented by Pakistani media such as MCB (Muslim Commercial Bank) Ladies Account (2017). This study is only limited to two Pakistani advertisements as a sample of study. The research design is qualitative content analysis. The study seeks to examine the propagation of class differences for the sake of gaining viewer’s empathy in order to achieve marketing purposes. The researchers have applied Leeuwen’s (2008) framework of Visual Representation of Social Actor for the analysis of data. The analysis of data has provided an insight into different ways class differences are showcased. It has further provided an insight that notion of lower/middle class is constructed and represented as “others” in the particular advertisements with the help of Visual Representation of Social Actors. The result of study validates that lower/middle class is particularly marginalized in the mentioned advertisements, whereas it has become a general practice of Pakistani media to project such kind of class dichotomy. The study has further incorporated the idea that through such kind of projections the capitalists propagate the purchase of unwanted items. Wherein, regardless of any use the viewers while empathizing with the social actors purchase the advertised items.
Highlights
The study of discourse analysis was previously focused primarily on language and its forms whereas other semiotic resources were ignored
The current study aims to identify particular ways through which social actors are represented by Pakistani media such as MCB (Muslim Commercial Bank) Ladies Account (2017)
The present research is based on the Visual Representation of Social Actors in advertisement in contemporary media in order to examine the representation of class differences
Summary
The study of discourse analysis was previously focused primarily on language and its forms whereas other semiotic resources were ignored This view has been changed and discourse has taken a shift by acknowledging the other modes of communication, which contribute to meaning, such as image and visuals. These visuals and images play a vital role in media especially in advertisements. Advertisement is a big business where companies compete to grab viewer’s attention and propagate about their particular brands. These companies use simple signs embodied with social norms and ideology. This research is important as it has highlighted the ideological construction of social classes through media such as, advertisements
Sign-in/Register to view highlights & summary 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.
