WOMEN OBJECTIFICATION AND GENDER ROLES DISCOURSE ANALYSIS OF BILLBOARD ADVERTISEMENTS IN PAKISTAN

http://dx.doi.org/10.31703/grr.2021(VI-III).11      10.31703/grr.2021(VI-III).11      Published : Sep 3
Authored by : Rukhshanda Mushtaq , NaveedAhmadTaseer , Shabir Ullah

11 Pages : 92 - 100

References

  • Adorno, M. (2013). Gender and advertising: A content and semiotic analysis of women's health and men's health advertisements. GRIN Verlag.
  • Ahmed, F., Shafi, S., & Masood, M. H. (2021). Critical media discourse analysis of honour/Honor killings in Pakistan. Academia Letters. https://doi.org/10.20935/al1242
  • Ali, S. (2019). The gendered media: From structural and representational perspectives (1st ed.). LAMBERT Academic Publishing.
  • Ali, S., & Shahwar, D. (2011). Men, women and T.V. Ads: The representation of men and women in the advertisements of Pakistani electronic media. Journal of Media and Communication Studies, 3(4), 151-159. https://academicjournals.org/article/article13 80108492_Ali and Shahwar.pdf
  • Anusha, C. (2008). Portrayal of Woman in Print Media. Women Studies & Development Centre, Delhi University.
  • Armstrong, G. M., Adam, S., Denize, S. M., Volkov, M., & Kotler, P. (2018). Principles of Marketing. Pearson Education Australia.
  • Davidson, M. P. (2013). The consumerist manifesto: Advertising in postmodern times. Routledge.
  • Durmaz, D. Y. (2011). A Theoretical Approach to the Concept of Advertising in Marketing. The Interdisciplinary Journal of Education Research, 2(6), 46-50.
  • Fairclough, N. (1993). Discourse and social change. Polity.
  • Fairclough, N. (2013). Critical discourse analysis: The critical study of language. Routledge
  • Fatima, K., Ahmed, A., & Shafi, S. (2021, September 10). Marxism in Zakia Mashhadi's Death of an Insect. Global Social Sciences Review, 6(3), 28-37. http://dx.doi.org/10.31703/gssr.2021(VI- III).04
  • Fatima, K., Rahim, M. Y., & Musaddiq, K. (2021, September). Marginalization In Hussain's The Desolate City: A Postcolonial Critique. Global Language Review, 6(3), 24-35. https://doi.org/10.31703/glr.2021(VI-III).03
  • Fowler, R. (2013). Language in the News: Discourse and ideology in the press. Routledge.
  • Hassan, M., Shafi, S., & Masood, M. H. (2021). Literary discourse study: A critical media analysis amidst gender roles and society in Pakistan. International Journal of Pukhtunkhwa (Pukhtunkhwa Journal), 6(1), 64-84. https://pukhtunkhwajournal.org/journals/20 2 1/64-84.pdf
  • Hussain, Z., Arif, I. M. Q., & Saleem, N. (2021). Thematic discourse analysis of gender objectification in billboard advertisements of Pakistan. Global Language Review, 6(1), 222-232. https://doi.org/10.31703/glr.2021(vi-i).24
  • Islam, N. N. (2016). Billboard advertisements: A critical discourse analysis on corporate social responsibilities. Australian Journal of Law, Ethics and Governance, 2(2), 154-164.
  • Kilbourne, J. (1999). Deadly persuasion: Why women and girls must fight the addictive power of advertising. New York, Free Press Publishers.
  • Laham, M. (2020). Made up: How the beauty industry manipulates consumers, preys on women's insecurities, and promotes unattainable beauty standards. Rowman & Littlefield Publishers.
  • Latif, A., & Abideen, Z. U. (2011). Effects of Television Advertising on Children: A Pakistani Perspective. European Journal of Economics, Finance and Administrative Sciences, (30), 38-49.
  • Masood, M. H., Shafi, S. C., Shah, A. A., Kamran, M., Yousaf, M., & Saleem, K. (2020b, September). Governance Reforms under the Justice and Development Party in Turkey as Model for Pakistan. Elementary Education Online, 9(3), 2701-2712. https://doi.org/10.17051/ilkonline.2020.03. 735429
  • Masood, M. H., Shafi, S., Sultana, R., & Firdous, M. (2021, May 16). Transformation Towards Emerging Online Teaching Methodologies from Traditional Classrooms During Covid-19 Pandemic in Pakistan [Conference session]. First All Pakistan Online Education Summit (APOES 2020) (p. 33), University of Management & Technology, Lahore, Pakistan. https://doi.org/10.17051/ilkonline.2020.03. 735429
  • Masood, M. H., & Shafi, S. (2020). Exploring Marxist perspective amidst exploitation and false consciousness in Hosain's the old man. International Journal of Applied Linguistics and English Literature, 9(3), 18. https://doi.org/10.7575/aiac.ijalel.v.9n.3p.1 8
  • Masood, M. H., Shafi, S., & Darwesh, M. A. (2020). Study of Shakespearean themes and characters through corpus based Voyant Tools approach. National Conference on Education (NCE-2020).
  • Masood, M. H., Shafi, S., Rahim, M. Y., & Darwesh, M. A. (2020a). Interference of L1 (Urdu) in L2 (English) in Pakistan: Teaching English as a second language. International Journal of Applied Linguistics and English Literature, 9(5), 110. https://doi.org/10.7575/aiac.ijalel.v.9n.5p.1 10
  • Matthes, J., Prieler, M., & Adam, K. (2016). Gender-role portrayals in television advertising across the globe. Sex Roles, 75(7-8), 314-327. https://doi.org/10.1007/s11199-016-0617-y
  • Mohammadi, A. H. (2011). Critical analysis of women's representation in TV advertisements from a cultural studies perspective. International Journal of Women's Research, 1, 107-122. https://ijwr.ut.ac.ir/article_21844_94403b28 336b2e81a74381a3edcee02c.pdf
  • Orth, U. R., & Holancova, D. (2004). Men's and women's responses to sex role portrayals in advertisements. International Journal of Research in Marketing, 21(1), 77-88. https://doi.org/10.1016/j.ijresmar.2003.05. 003
  • Roohi, T., Masood, M. H., & Mushtaq, R. (2021, September). An Analysis of Equity in Secondary School Education: A Headteachers' Perspective. Global Educational Studies Review, 6(3), 29-40. http://dx.doi.org/10.31703/gesr.2021(VI- III).04
  • Ryans, C. (1996). Consumer Resources. Journal of Small Business Management, 34, 63-65.
  • Shafi, S. (2019). Portrayal of two emotions in TV Corpus: A corpus based study. In 5th International Multidisciplinary Research Conference (IMRC) (p. 24). Shaheed Benazir Bhutto Women University, Peshawar, Pakistan.
  • Shaikh, M., Bughio, F. A., & Kadri, S. A. (2015). The representation of men and women in advertisements: A critical discourse analysis. The Women - Annual Research Journal of Gender Studies, 7(7), 108-141. https://sujoold. usindh.edu.pk/index.php/THEWOMEN/ article/view/895
  • Siddiq, M., Arif, I. M. Q., Shafi, S. C., & Masood, M. H. (2021, June). A survey research analysis of effectiveness of vocabulary learning through English vocabulary corpus. International Journal of Education and Pedagogy, 3(2), 1-13. http://myjms.mohe.gov.my/index.php/ijeap /article/view/13763/7108
  • Taylor, C. R., & Franke, G. R. (2003). Business perceptions of the role of billboards in the U.S. economy. Journal of Advertising Research, 43(2), 150-161. https://doi.org/10.2501/jar-43-2- 150-161
  • Ullah, Z., Arif, I. M. Q., & Qaisar, R. (2020, February 12). Comparative analysis of productivity apps on time management: A survey-based study [Conference session]. National Conference on Education (NCE-2020) (p. 49), National University of Modern Languages (NUML), H-9 Islamabad, Pakistan.
  • Wang, Y. (2016). Sexual objectification of women in advertising. GRIN Verlag.
  • Zulu, M. (2019). The Impact of Billboard Advertising on Product Promotion. (A case study of Cavendish University Zambia) [Unpublished master's thesis]. Cavendish University Zambia.

References

  • Adorno, M. (2013). Gender and advertising: A content and semiotic analysis of women's health and men's health advertisements. GRIN Verlag.
  • Ahmed, F., Shafi, S., & Masood, M. H. (2021). Critical media discourse analysis of honour/Honor killings in Pakistan. Academia Letters. https://doi.org/10.20935/al1242
  • Ali, S. (2019). The gendered media: From structural and representational perspectives (1st ed.). LAMBERT Academic Publishing.
  • Ali, S., & Shahwar, D. (2011). Men, women and T.V. Ads: The representation of men and women in the advertisements of Pakistani electronic media. Journal of Media and Communication Studies, 3(4), 151-159. https://academicjournals.org/article/article13 80108492_Ali and Shahwar.pdf
  • Anusha, C. (2008). Portrayal of Woman in Print Media. Women Studies & Development Centre, Delhi University.
  • Armstrong, G. M., Adam, S., Denize, S. M., Volkov, M., & Kotler, P. (2018). Principles of Marketing. Pearson Education Australia.
  • Davidson, M. P. (2013). The consumerist manifesto: Advertising in postmodern times. Routledge.
  • Durmaz, D. Y. (2011). A Theoretical Approach to the Concept of Advertising in Marketing. The Interdisciplinary Journal of Education Research, 2(6), 46-50.
  • Fairclough, N. (1993). Discourse and social change. Polity.
  • Fairclough, N. (2013). Critical discourse analysis: The critical study of language. Routledge
  • Fatima, K., Ahmed, A., & Shafi, S. (2021, September 10). Marxism in Zakia Mashhadi's Death of an Insect. Global Social Sciences Review, 6(3), 28-37. http://dx.doi.org/10.31703/gssr.2021(VI- III).04
  • Fatima, K., Rahim, M. Y., & Musaddiq, K. (2021, September). Marginalization In Hussain's The Desolate City: A Postcolonial Critique. Global Language Review, 6(3), 24-35. https://doi.org/10.31703/glr.2021(VI-III).03
  • Fowler, R. (2013). Language in the News: Discourse and ideology in the press. Routledge.
  • Hassan, M., Shafi, S., & Masood, M. H. (2021). Literary discourse study: A critical media analysis amidst gender roles and society in Pakistan. International Journal of Pukhtunkhwa (Pukhtunkhwa Journal), 6(1), 64-84. https://pukhtunkhwajournal.org/journals/20 2 1/64-84.pdf
  • Hussain, Z., Arif, I. M. Q., & Saleem, N. (2021). Thematic discourse analysis of gender objectification in billboard advertisements of Pakistan. Global Language Review, 6(1), 222-232. https://doi.org/10.31703/glr.2021(vi-i).24
  • Islam, N. N. (2016). Billboard advertisements: A critical discourse analysis on corporate social responsibilities. Australian Journal of Law, Ethics and Governance, 2(2), 154-164.
  • Kilbourne, J. (1999). Deadly persuasion: Why women and girls must fight the addictive power of advertising. New York, Free Press Publishers.
  • Laham, M. (2020). Made up: How the beauty industry manipulates consumers, preys on women's insecurities, and promotes unattainable beauty standards. Rowman & Littlefield Publishers.
  • Latif, A., & Abideen, Z. U. (2011). Effects of Television Advertising on Children: A Pakistani Perspective. European Journal of Economics, Finance and Administrative Sciences, (30), 38-49.
  • Masood, M. H., Shafi, S. C., Shah, A. A., Kamran, M., Yousaf, M., & Saleem, K. (2020b, September). Governance Reforms under the Justice and Development Party in Turkey as Model for Pakistan. Elementary Education Online, 9(3), 2701-2712. https://doi.org/10.17051/ilkonline.2020.03. 735429
  • Masood, M. H., Shafi, S., Sultana, R., & Firdous, M. (2021, May 16). Transformation Towards Emerging Online Teaching Methodologies from Traditional Classrooms During Covid-19 Pandemic in Pakistan [Conference session]. First All Pakistan Online Education Summit (APOES 2020) (p. 33), University of Management & Technology, Lahore, Pakistan. https://doi.org/10.17051/ilkonline.2020.03. 735429
  • Masood, M. H., & Shafi, S. (2020). Exploring Marxist perspective amidst exploitation and false consciousness in Hosain's the old man. International Journal of Applied Linguistics and English Literature, 9(3), 18. https://doi.org/10.7575/aiac.ijalel.v.9n.3p.1 8
  • Masood, M. H., Shafi, S., & Darwesh, M. A. (2020). Study of Shakespearean themes and characters through corpus based Voyant Tools approach. National Conference on Education (NCE-2020).
  • Masood, M. H., Shafi, S., Rahim, M. Y., & Darwesh, M. A. (2020a). Interference of L1 (Urdu) in L2 (English) in Pakistan: Teaching English as a second language. International Journal of Applied Linguistics and English Literature, 9(5), 110. https://doi.org/10.7575/aiac.ijalel.v.9n.5p.1 10
  • Matthes, J., Prieler, M., & Adam, K. (2016). Gender-role portrayals in television advertising across the globe. Sex Roles, 75(7-8), 314-327. https://doi.org/10.1007/s11199-016-0617-y
  • Mohammadi, A. H. (2011). Critical analysis of women's representation in TV advertisements from a cultural studies perspective. International Journal of Women's Research, 1, 107-122. https://ijwr.ut.ac.ir/article_21844_94403b28 336b2e81a74381a3edcee02c.pdf
  • Orth, U. R., & Holancova, D. (2004). Men's and women's responses to sex role portrayals in advertisements. International Journal of Research in Marketing, 21(1), 77-88. https://doi.org/10.1016/j.ijresmar.2003.05. 003
  • Roohi, T., Masood, M. H., & Mushtaq, R. (2021, September). An Analysis of Equity in Secondary School Education: A Headteachers' Perspective. Global Educational Studies Review, 6(3), 29-40. http://dx.doi.org/10.31703/gesr.2021(VI- III).04
  • Ryans, C. (1996). Consumer Resources. Journal of Small Business Management, 34, 63-65.
  • Shafi, S. (2019). Portrayal of two emotions in TV Corpus: A corpus based study. In 5th International Multidisciplinary Research Conference (IMRC) (p. 24). Shaheed Benazir Bhutto Women University, Peshawar, Pakistan.
  • Shaikh, M., Bughio, F. A., & Kadri, S. A. (2015). The representation of men and women in advertisements: A critical discourse analysis. The Women - Annual Research Journal of Gender Studies, 7(7), 108-141. https://sujoold. usindh.edu.pk/index.php/THEWOMEN/ article/view/895
  • Siddiq, M., Arif, I. M. Q., Shafi, S. C., & Masood, M. H. (2021, June). A survey research analysis of effectiveness of vocabulary learning through English vocabulary corpus. International Journal of Education and Pedagogy, 3(2), 1-13. http://myjms.mohe.gov.my/index.php/ijeap /article/view/13763/7108
  • Taylor, C. R., & Franke, G. R. (2003). Business perceptions of the role of billboards in the U.S. economy. Journal of Advertising Research, 43(2), 150-161. https://doi.org/10.2501/jar-43-2- 150-161
  • Ullah, Z., Arif, I. M. Q., & Qaisar, R. (2020, February 12). Comparative analysis of productivity apps on time management: A survey-based study [Conference session]. National Conference on Education (NCE-2020) (p. 49), National University of Modern Languages (NUML), H-9 Islamabad, Pakistan.
  • Wang, Y. (2016). Sexual objectification of women in advertising. GRIN Verlag.
  • Zulu, M. (2019). The Impact of Billboard Advertising on Product Promotion. (A case study of Cavendish University Zambia) [Unpublished master's thesis]. Cavendish University Zambia.

Cite this article

APA

    APA : Mushtaq, R., Taseer, N. A., & Ullah, S. (2021). Women Objectification and Gender Roles: Discourse Analysis of Billboard Advertisements in Pakistan. Global Regional Review, VI(III), 92 - 100. https://doi.org/10.31703/grr.2021(VI-III).11

CHICAGO

    CHICAGO : Mushtaq, Rukhshanda, Naveed Ahmad Taseer, and Shabir Ullah. 2021. "Women Objectification and Gender Roles: Discourse Analysis of Billboard Advertisements in Pakistan." Global Regional Review, VI (III): 92 - 100 doi: 10.31703/grr.2021(VI-III).11

HARVARD

    HARVARD : MUSHTAQ, R., TASEER, N. A. & ULLAH, S. 2021. Women Objectification and Gender Roles: Discourse Analysis of Billboard Advertisements in Pakistan. Global Regional Review, VI, 92 - 100.

MHRA

    MHRA : Mushtaq, Rukhshanda, Naveed Ahmad Taseer, and Shabir Ullah. 2021. "Women Objectification and Gender Roles: Discourse Analysis of Billboard Advertisements in Pakistan." Global Regional Review, VI: 92 - 100

MLA

    MLA : Mushtaq, Rukhshanda, Naveed Ahmad Taseer, and Shabir Ullah. "Women Objectification and Gender Roles: Discourse Analysis of Billboard Advertisements in Pakistan." Global Regional Review, VI.III (2021): 92 - 100 Print.

OXFORD

    OXFORD : Mushtaq, Rukhshanda, Taseer, Naveed Ahmad, and Ullah, Shabir (2021), "Women Objectification and Gender Roles: Discourse Analysis of Billboard Advertisements in Pakistan", Global Regional Review, VI (III), 92 - 100

TURABIAN

    TURABIAN : Mushtaq, Rukhshanda, Naveed Ahmad Taseer, and Shabir Ullah. "Women Objectification and Gender Roles: Discourse Analysis of Billboard Advertisements in Pakistan." Global Regional Review VI, no. III (2021): 92 - 100. https://doi.org/10.31703/grr.2021(VI-III).11