Thematic Discourse Analysis of Gender Objectification in Billboard Advertisements of Pakistan

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Abstract

The current qualitative study endeavoured to investigate the multi-layered meaning of billboard advertisements by elaboration, exploration and elucidation of intended meanings and cultural norms demonstrated in billboard advertisements. For this purpose, the content of eight (8) billboard advertisements was thematically analyzed utilizing Fairclough 3-Dimensional Model: Description interpretation and explanation. The obtained results showed that these billboards had underlying meanings in terms of gender objectification, female portrayal, and social stereotypes as prominent themes. Furthermore, all the selected advertisements were based on a fine designed semiotic study to motivate the users.

Authors

1-Zawar Hussain
Graduate, Department of English, International Islamic University, Islamabad, Pakistan.

2-Iqra Maryam Qandeel Arif
Student, Department of English, National University of Modern Languages, Islamabad, Pakistan.

3-Nimra Saleem
Student, Department of English, National University of Modern Languages, Islamabad, Pakistan.

Keywords

Gender Objectification, Social Stereotype, Billboard Advertisements, Female Portrayal, 3-Dimensional Model

DOI Number

10.31703/glr.2021(VI-I).24


Page Nos

222-232

Volume & Issue

VI - I

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Published: 03 2021

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