Semiotic Analysis of the Objectification of Women in Selected Pakistani Advertisements

Bibliographic Data

ID22254141
AuthorsKhalid Ahmed (0000-0001-7162-1427, University of Central Punjab), Anila Tariq (University of Central Punjab), Arfan Akram (University of Central Punjab)
Year2020
Volume2
Issue1
Pages1-18
Publication date2020-03-31
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Communication and Cultural Trends (JOURNAL)
Journal identifiersISSN: 2706-9141 • E-ISSN: 2706-915X
PublisherUniversity of Management and Technology (PUBLISHER • PK)
DOI10.32350/jcct.21.01
OpenAlexW3195166205
LanguageEN
Citations received4

This study explored the objectification of women in Pakistani advertisements of print and electronic media. The objectification and presentation of women in the advertisements of the western world has been extensively studied but this area lacks research in Pakistan. Semiotic analysis was used as the research tool in order to explore how multiple meanings and beliefs are built in a society by advertising sex. In this research, five advertisements from different Pakistani TV channels and newspapers were selected as sample. These commercials were selected because they presented women in a specific way. For analysis, Barthian semiotic analysis on two levels of significance, that is, the denotative and connotative levels, was employed. The findings of this paper revealed that advertisements in Pakistan focus on the physical appearance and depiction of women body

Advertising · Art · Content analysis · Depiction · Linguistics · Literature · Newspaper · Objectification · Political science · Semiotics · Social science · Sociology · Gender Studies in Language · Globalization and Cultural Identity · Media, Gender, and Advertising · Psychology

Tools

Open DOIOpen Access