Gender Inequality : An Analysis of Selected Pakistani TV Commercials

Clicks: 1
ID: 312186
2025
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal

Ranked #73 of 395 articles by views in Social Sciences & Humanity Research Review

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 395 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
The current study examines the discursive techniques employed in Pakistani TV commercials to perpetuate social injustice and patriarchal authority. It examines ads like Dalda, Shan, and Glow & Lovely using a critical discourse analysis approach based on the writings of Michel Foucault and Norman Fairclough. The results show that these advertisements employ discursive strategies to maintain familial structures, exert control, and promote deceptive rebranding. Additionally, the study demonstrates how ads personalize systemic unfairness, create narratives about gendered issues, and portray consuming as the main remedy. The theory also emphasizes how advertisements create subjectivities that demand ongoing self-control, sustaining internalized oppression, and exacerbating gender disparity. Research has shown that incorporating celebrities into advertisements enhances brand recall and awareness. This study has further highlighted the importance of critical discourse analysis in comprehending how language, power, and ideology shape social connections and advance equality and social justice.
Reference Key
imported_1776682794_69e6072adfb8b Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Dr. Rafia Batool
Journal Social Sciences & Humanity Research Review
Year 2025
DOI
10.63468/sshrr.201
URL
https://sshrr.online/index.php/4/article/view/358
Keywords Keywords not found

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.