GENDER IDENTITY IN ADVERTISEMENTS: A COMPARATIVE CRITICAL DISCOURSE ANALYSIS OF PAKISTANI TV COMMERCIALS OF LATE 20TH AND EARLY 21ST CENTURY

Author Name: Sajid Ramzan

Volume: 01 &  Issue:

Country: PAKISTAN

DOI NO.: NA, DOI Link: http://doi-ds.org/doilink/08.2020-25662434/

Affiliation:

1. Mphil Research Scholar, Pakistan
   E-mail:Sajidramzan009@gmail.com

ABSTRACT

Current study is conducted to identify transition in gender roles in the Pakistani society by applying Critical Discourse Analysis on the Pakistan Television Commercials. To conduct the current research, various television commercials are taken out of two consecutivecenturies. One sample of commercials is related to late 20thcentury named as Group A while second sample of commercials is related to early 21st century. Six TV commercials are taken from late 20th century Govt. Pakistan Television channel which is PTV & Private Pakistan television channel which is NTN. On other hand, same numbers of TV commercials are taken from later age (early 21st century) from various Pakistan Govt. and Private TV channels which are PTV, DUNIYA TV & HUM TV. These TV commercials are then examinedby the use of three dimensional Model proposed by Fairclough (1995) named as Critical Discourse Analysis. After analyzing these commercials, comparison and contrast is drawn in the discourse of both of these groups of TV commercials related to gender identity. Findings of this research reveals that a big deal of conversion into the gender roleassociated to the males and the females in late 20th& early 21stcentury TV commercial advertisements. It can be inferred that the roles foundin the conclusion are reflections of male & female identity within the Pakistani society linked to these two consecutive times.

Key words: gender role, advertisements, CDA, TV Commercials, Comparative Analysis