Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications

Abstract

Television advertisements are fundamental in our society and have been the subject of analysis by several analysts and researchers interested in studying gender roles and stereotypes. This research article aims to explore the nature of men-women interaction in Pakistani TV advertisements and examine what issues arise from it, using Fairclough’s 3-dimensional discourse analysis model on a sample of 7 advertisements. Based on the findings, a questionnaire-type survey was conducted to understand further the effect of gender roles, their representation and relationships on the audience’s perception. The research reveals that Pakistani TV advertisements promote and challenge gender stereotypes,moving towards gender neutrality. This research provides analysts with a new outlook to analyze advertisements that not just reveal dominant/submissive relationships but also a healthy, positive and cooperative relationship between husband and wife.