VISUAL DIMENSIONS OF GENDER REPRESENTATION: A MULTIMODAL DISCOURSE ANALYSIS OF PAKISTANI ENGLISH MAGAZINE ADVERTISEMENTS

Abstract

This study analyses the intricate representation of gender in advertising from Pakistani English magazines using multimodal discourse analysis. This research examines how language, visual components, and cultural signals all shape gender roles and stereotypes in periodicals like SHE and Friday Times. The analysis utilises theoretical frameworks such as difference theory and visual grammar to examine the interaction of textual, visual, and spatial modes in the construction of these narratives. The results indicate that commercials targeting females frequently highlight domesticity, attractiveness, and elegance, utilising soft hues, close-up imagery, and caregiving themes. Advertisements targeting males convey power and strength through the use of vivid colours, distant imagery, and themes of achievement and adventure. Gender-neutral advertising illustrate a transition towards progressive portrayal, featuring men and women in cooperative roles that surpass conventional preconceptions. This research elucidates the socio- cultural dynamics underlying these representations by a comprehensive investigation of narrative and reactionary processes, vectors, and colour utilisation. It highlights the crucial function of marketing in mirroring and influencing societal views on gender. The research advocates for more inclusive and equitable representations to confront entrenched stereotypes and advance gender equity in media narratives. These insights enhance comprehension of the intricate relationship among language, culture, and media in modern advertising.