DOI Keyword : advertising, creative industries, discourse analysis, gender stereotyping, print media, visual analysis. This work is licensed under a Creative Commons Attribution 4. Home Archives Vol 11 No 1 Articles.
Creative marginalization of gender: a discourse analysis of advertisements in Pakistani newspapers. Vol 11 No 1 Submitted: Sep 20, Published: Sep 26, Creative industries have been considered crucial to the economic well-being of any country. Besides the economy, the advertising industry has been investigated in West for its influence on the minds of its consumers. Pakistan has a diversity of culture and impact of creative industries on common people is not studied yet.
The present study analyses the advertising discourse to explore gender construction through language and visuals in Pakistani print media. The sample includes four national English newspapers collected over a period of one month. An asymmetrical and stereotypical portrayal of women emerges from discourse analysis.
Along with gender-specific language, images are constructed to render women marginalised as compared to men in Pakistani society. Results imply that creative industries have a potential to exert an ever-lasting impact on mass-mind but have become a tool in the hands of influential people. How to Cite Yasmin, M. Creativity Studies , 11 1 , Published in Issue. Barker, Ch. Television, globalization and cultural identities. Series: Issues in Cultural and Media Studies.
Buckingham: Open University Press. Clow, K. Integrated advertising, promotion, and marketing communications. Cortese, A. Provocateur: images of women and minorities in advertising. Dijk, van T. Principles of critical discourse analysis. Body of evidence: studying women and advertising. Manca, A. Scarlato Eds. Lisle, IL: Procopian Press.
