Abstract
Purpose This paper aims to the precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh. Design/methodology/approach The analysis begins with the theoretical framework of gender roles analysis here in this paper: Goffman’s gender stereotypes hypothesis which is used to identify and analyse the thematic features present in the ads. After critically examining the hypothesis, Kress and Van Leeuwen’s systemic functional analysis framework is used to analyse the semiotic feature to interpret the signs and symbols. After that, Fairclough’s stylistic analysis of discourse analysis is used to find out these features in the advertisements to search the cultural, political implications. Finally, the paper uses Pope’s The Rape of the Lock and it is Cultural-Ecofeminist Analysis of Francois d’Eaubonne. Findings This paper tries to connect with the above-mentioned frameworks from a contextual point of view to predict the future progression of the gender representations and their implications in the coming years to check whether the changes in gender roles are reflected in the society or not. Originality/value Both in houses and workplaces, women empowerment, more female entrepreneurs in the working forces will bring out a change in the minds of people about the stereotypes and make more women inclusive and the women-friendly environment in Bangladesh and South Asian Countries.
Highlights
This paper aims to the precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh
Bell and Milic (2002) combine content analysis with semiotic analysis in Australian magazines to show gender stereotypes and their implications which will be used in the Bangladeshi context to examine whether these frameworks comply with advertisements shown in the country
The representations and implications of gender stereotypes in the three selected TV advertisements shown in Bangladesh will be critically examined with Goffman’s Gender Stereotypes Hypothesis to conduct “thematic analysis” On the other hand, Kress and Van Leeuwen’s Systemic Functional Framework is used for “semiotic analysis”
Summary
We swim in it as fish swim in the water. Advertising messages are inside our intimate relationships, our homes, our hearts, our heads”. Says Kilbourne (1999) which conforms with how advertisements “frame” specific forms of perceptions and understanding in our mind (Gamson et al, 1992). Published in Journal of Humanities and Applied Social Sciences. This article is published under the Creative Commons Attribution Social Sciences article (for both commercial and non-commercial purposes), subject to full attribution to the original. The full terms of this licence maybe seen at http://creativecommons.org/
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