CONVENTIONAL IMPLICATURE ON GENDER STEREOTYPE IN ADVERTISEMENT-POSTERS IN PAKISTAN

Abstract

This study investigates the conventional implicature’ role in extending gender stereotypes by advertisement posters in Pakistan. It is a pragmatic concept which refers to the additional meaning that is understood and communicated by the audience but is not explicitly stated in the propositional content.by examining the selected posters of advertisements from different sectors, this research examines and identifies the implied messages that underpin traditional stereotypes and gender roles. The findings of this study will uncover that these advertisements utilize linguistic and visual cues that that communicate beliefs regarding societal roles, behavior and attributes. This stereotypes in Pakistani advertisements by conventional implicature not just mirror but also underpin present gender biases in society. This study covers the need for an evaluation which should be critical of advertisement practices and promotes how inequality is shown through advertisements.