Representing Gender Equality through Advertisements from the Electronic Media: A Study in Discourse Analysis

Abstract

Television advertisements play a significant role in shaping societal norms and values, particularly regarding gender roles and expectations. In India, where television is a major source of entertainment and information for many people, the portrayal of gender in television advertisements can significantly impact how gender is perceived and performed in society. This study attempts to understand and define the equality of gender roles in advertising, using select discourse analysis tools, including speech acts, deixis, politeness theory, modality, presuppositions, and vocabulary, to study the interplay of the verbal and visual effects. The study explores select advertisements from Indian media and finds that the theme of gender equality is gradually gaining prominence. The paper attempts to highlight that advertisements play a major role in creating and transforming gender stereotypes in society and in constructing a world of acceptability for those women who want to create their own identities. The study reveals that women now stand up for their rights against the societal norms and play a substantial role in influencing society, whereas men also participate in the tasks that are stereotypically assigned to women. The study also highlights that the verbal language in advertisements supports visuals in the text.