EXPLORING THE REPRESENTATION OF GENDER STEREOTYPES IN COMMERCIAL ADVERTISEMENTS: A CRITICAL DISCOURSE ANALYSIS

Abstract

This study focuses on the gender stereotypes shown in TV advertisements. This research examines the language and visuals in these advertisements that influence customers. This research analyzes persuasive language used in these advertisements and how they visualize gender stereotypes using different colors, signs, gestures, and postures. For visual and linguistics analyses this study used Machin's (2007) multimodal analysis and Fairclough's (2001) critical discourse analysis accordingly. These advertisements show the fundamental differences in the way men and women are portrayed. Different cultural and social factors are used to represent gender stereotypes. Women are portrayed with physical attractiveness or beautiful female body and doing household duties. At the same time, men are portrayed as independent and emotionally strong doing outdoor duties. So, the persuasive language in advertisements is used to control people's minds.