LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 16:8 August 2016
ISSN 1930-2940

Managing Editor: M. S. Thirumalai, Ph.D.
Editors: B. Mallikarjun, Ph.D.
         Sam Mohanlal, Ph.D.
         B. A. Sharada, Ph.D.
         A. R. Fatihi, Ph.D.
         Lakhan Gusain, Ph.D.
         Jennifer Marie Bayer, Ph.D.
         G. Baskaran, Ph.D.
         L. Ramamoorthy, Ph.D.
         C. Subburaman, Ph.D. (Economics)
         N. Nadaraja Pillai, Ph.D.
         Renuga Devi, Ph.D.
         Soibam Rebika Devi, M.Sc., Ph.D.
Assistant Managing Editor: Swarna Thirumalai, M.A.

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Patriarchal Consumerism:
Critical Discourse Analysis of Pakistani Gendered TVCs

Marya Khalid and Dr. Mirza Muhammad Zubair Baig

Abstract

TV Commercials (TVCs), a popular part of invasive advertisement culture, where play an important role in the promotion of consumerist ideology embedded in the language and visuals, the advertisers use innovative techniques to promote popular gender-specific ideology to persuade the targeted consumers and maximize the sale and profit of the product. The present study selects sample of 6 Pakistani TVCs and applies Fairclough’s three dimensional model of Critical Discourse Analysis (CDA) to analyze how the T.V ads encourage stereotypical images of men and women. At the end, it is suggested that TVCs should promote gender equality by deconstructing and revising the patriarchal assumptions about women.

Keywords: CDA, TVCs, Gender, Fairclough, Consumerism

Introduction

With the advent of technology and promotion of consumerist culture, TV Commercials (TVCs) have become crucial in informing our buying habits, and influence our choice and decisions. TVCs play an important role in the construction and propagation of a particular ideology. The use of catchy phrases, scientific evidence, real and fictitious images, the advertisers play with the mind of the consumers and, thus, have transfigured the industrial world. They strive to multiply their consumers by their appealing advertisements. The researchers have analyzed the visual representation of the ideal figure, studied the textual features, understood the social background behind the visual, examined the textual modes, and investigated the discursive features of the selected TVCs in the present study to reveal that the advertising agencies film gender-based TVCs which promote patriarchal version of consumerism and stereotypical roles of men and women.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Marya Khalid
MS Scholar, Department of Humanities
COMSATS Institute of Information Technology, Lahore, Pakistan
maryakhalidd11@gmail.com

Dr. Mirza Muhammad Zubair Baig
Assistant Professor of English
Department of Humanities
COMSATS Institute of Information Technology, Lahore, Pakistan
zubairbaig@ciitlahore.edu.pk

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