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MENWOMEN INTERACTION IN TV ADVERTISEMENTS A CRITICAL DISCOURSE ANALYTICAL EXPLORATION OF ISSUES AND IMPLICATIONS

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39 Pages : 384-395

http://dx.doi.org/10.31703/gsr.2023(VIII-II).39      10.31703/gsr.2023(VIII-II).39      Published : Jun 2023

Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications

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.

    Gender Roles, Interaction, Men, Stereotypes, TV Advertisements, Women

    (1) Fajer Tanveer
    Undergraduate student, Department of English, Government College Women University, Sialkot, Punjab, Pakistan.
    (2) Zunaira Mateen
    Undergraduate student, Department of English, Government College Women University, Sialkot, Punjab, Pakistan.
    (3) Muhammad Sabboor Hussain
    Professor, Department of English, University of Sialkot, Punjab, Pakistan.
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Cite this article

APA

    APA : Tanveer, F., Mateen, Z., & Hussain, M. S. (2023). Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications. Global Sociological Review, VIII(II), 384-395. https://doi.org/10.31703/gsr.2023(VIII-II).39

CHICAGO

    CHICAGO : Tanveer, Fajer, Zunaira Mateen, and Muhammad Sabboor Hussain. 2023. "Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications." Global Sociological Review, VIII (II): 384-395 doi: 10.31703/gsr.2023(VIII-II).39

HARVARD

    HARVARD : TANVEER, F., MATEEN, Z. & HUSSAIN, M. S. 2023. Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications. Global Sociological Review, VIII, 384-395.

MHRA

    MHRA : Tanveer, Fajer, Zunaira Mateen, and Muhammad Sabboor Hussain. 2023. "Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications." Global Sociological Review, VIII: 384-395

MLA

    MLA : Tanveer, Fajer, Zunaira Mateen, and Muhammad Sabboor Hussain. "Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications." Global Sociological Review, VIII.II (2023): 384-395 Print.

OXFORD

    OXFORD : Tanveer, Fajer, Mateen, Zunaira, and Hussain, Muhammad Sabboor (2023), "Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications", Global Sociological Review, VIII (II), 384-395

TURABIAN

    TURABIAN : Tanveer, Fajer, Zunaira Mateen, and Muhammad Sabboor Hussain. "Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications." Global Sociological Review VIII, no. II (2023): 384-395. https://doi.org/10.31703/gsr.2023(VIII-II).39