Representation of Stereotypical Role Reversal in Pakistani Television Advertisements
Keywords:
Gender Stereotypical Shift, multimodal discourse analysis, Metafunctions, Pakistani AdvertisementsAbstract
The current study aims to shed light on the traditional gender stereotypes prevalent in Pakistani television advertisements, particularly the shift towards role reversal favoring males. It examines the evolving social dynamics regarding the distribution of tasks between genders in daily life, previously associated predominantly with females. The analysis focuses on various local brand advertisements aired on television, such as Pampers, Max-Bar, Shan Masala, and Mechico shampoo, which depict men engaging in tasks traditionally assigned to women. These brands often emphasize household chores, traditionally perceived as women's responsibilities. Employing a multimodal discourse analysis approach inspired by Kress and Van Leeuwen (2001) and grounded in Systemic Functional Linguistics by Halliday, the study delves into three metafunctions: representational meaning, interactive meaning, and compositional meaning. The findings reveal a notable social shift towards role reversal and gender equity, a departure from conventional norms prevalent in previous decades.
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