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THEMATIC DISCOURSE ANALYSIS OF GENDER OBJECTIFICATION IN BILLBOARD ADVERTISEMENTS OF PAKISTAN

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24 Pages : 222-232

http://dx.doi.org/10.31703/glr.2021(VI-I).24      10.31703/glr.2021(VI-I).24      Published : Mar 2021

Thematic Discourse Analysis of Gender Objectification in Billboard Advertisements of Pakistan

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.

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

    (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.
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References

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Cite this article

APA

    APA : Hussain, Z., Arif, I. M. Q., & Saleem, N. (2021). Thematic Discourse Analysis of Gender Objectification in Billboard Advertisements of Pakistan. Global Language Review, VI(I), 222-232. https://doi.org/10.31703/glr.2021(VI-I).24

CHICAGO

    CHICAGO : Hussain, Zawar, Iqra Maryam Qandeel Arif, and Nimra Saleem. 2021. "Thematic Discourse Analysis of Gender Objectification in Billboard Advertisements of Pakistan." Global Language Review, VI (I): 222-232 doi: 10.31703/glr.2021(VI-I).24

HARVARD

    HARVARD : HUSSAIN, Z., ARIF, I. M. Q. & SALEEM, N. 2021. Thematic Discourse Analysis of Gender Objectification in Billboard Advertisements of Pakistan. Global Language Review, VI, 222-232.

MHRA

    MHRA : Hussain, Zawar, Iqra Maryam Qandeel Arif, and Nimra Saleem. 2021. "Thematic Discourse Analysis of Gender Objectification in Billboard Advertisements of Pakistan." Global Language Review, VI: 222-232

MLA

    MLA : Hussain, Zawar, Iqra Maryam Qandeel Arif, and Nimra Saleem. "Thematic Discourse Analysis of Gender Objectification in Billboard Advertisements of Pakistan." Global Language Review, VI.I (2021): 222-232 Print.

OXFORD

    OXFORD : Hussain, Zawar, Arif, Iqra Maryam Qandeel, and Saleem, Nimra (2021), "Thematic Discourse Analysis of Gender Objectification in Billboard Advertisements of Pakistan", Global Language Review, VI (I), 222-232

TURABIAN

    TURABIAN : Hussain, Zawar, Iqra Maryam Qandeel Arif, and Nimra Saleem. "Thematic Discourse Analysis of Gender Objectification in Billboard Advertisements of Pakistan." Global Language Review VI, no. I (2021): 222-232. https://doi.org/10.31703/glr.2021(VI-I).24