Representation of Women in Pakistani TV advertisements

Abstract

Gender representation of women in TV advertisements is indicative of the patterns of socio-cultural inclinations. The depiction of women in maximum Television Advertisements of Pakistan expresses the standard image in terms of commotion standard duties like caring of children, maintenance of domestic work, doing activity or playing subsidiary or supportive roles etc. This research examines the frequency dispersal of stereotypical and non-stereotypical traditions of women illustration while advertising dissimilar products in TV commercials. This research comprises statistical or numerical study and visual, graphical, or pictorial explanation of 5 maximum repeated stereotypical and non-stereotypical advertisements of Pakistani Television which are shown throughout prime-time transmission of a Pakistani Television channel having utmost viewership ratings. Results reveal that, 74% of the advertisements of television are those, in which women are presenting while doing conventional duties like, cooking and catering , washing clothes, serving food to other members of family , playing subsidiary roles etc. These ads of television also influence individuals’ insights about enactment of their precise duties in daily routine of the day. The emphasizing point in this study is to annihilate traditional tags about specific supposition of women place in the social order and these labels are founded on untrue activities that are repeatedly depicting in the advertisements of Pakistani Television. This research offers space to discover the answers of audiences in their lives upon these advertisements which are publicized during the prime-time transmission.