PORTRAYAL OF WOMEN IN PAKISTANI TELEVISION COMMERCIALS: A MULTIMODAL ANALYSIS

Abstract

As an important mode of communication, television advertisements influence social customs and opinions, 
particularly those related to gender roles. The study investigates the language used in Pakistani advertisements 
that portray women in stereotyped positions and stresses how the women are objectified, which limits their 
perception in more contributing roles. Using the qualitative analysis, the study focuses on visual, verbal, and 
auditory elements. The Kress theory of multimodality (2009) is applied to Bonus detergent and Lux soap 
commercials broadcasted on famous Pakistani television channels. The findings demonstrate the domesticity 
and elevate beauty standards that expose gender stereotypes and objectification of women. Furthermore, the 
study offers effective techniques that can assist legislators and advertisers in promoting more positive and 
diverse portrayals of women in advertisements.