Degree
Master of Business Administration Executive
Faculty / School
School of Business Studies (SBS)
Year of Award
2023
Advisor/Supervisor
Dr. Beenish Tariq, Assistant Professor, Department of Marketing, School of Business Studies (SBS), Institute of Business Administration (IBA), Karachi
Project Type
MBA Executive Research Project
Access Type
Restricted Access
Executive Summary
This research investigates themes and ideologies that are generated and legitimized by advertisements in selected industries within Pakistan. The analysis is based on advertisements in three different industries, namely Beverages, Food & Savory, and Banking; a sample of 6 advertisements (both TV and print media) is selected from each industry making a total of 18 advertisements. The focus is on the depiction of each gender (male and female) in Pakistani advertisements and how it has evolved from gender inequality to gender neutrality over the last few decades.
This research is conducted in a qualitative pattern, using the purposive sampling technique. Fairclough’s three-dimensional tool of critical discourse analysis (CDA) served the purpose of analysis tool in this research. It enables researchers the opportunity to examine how different ideologies are constructed, handled and legitimized into social practice. Through this study, it was concluded that themes and ideologies of Pakistani advertisements have evolved from being gender inequality to gender neutrality. The results of this study will be helpful for advertising agencies and would be a reference guide for future research in the related area of advertisement analysis.
Pages
vii, 53
Notes
Committee:
Dr. Beenish Tariq, Research Advisor, Department of Marketing, School of Business Studies, Institute of Business Administration (IBA), Karachi
Dr. Asim Shabir, Examiner, Department of Marketing, School of Business Studies, Institute of Business Administration (IBA), Karachi
Dr. Hilal Anwar Butt, Program Director, MBA & Executive MBA, Institute of Business Administration (IBA), Karachi
Recommended Citation
Rizvi, A. H., Hasan, K., & Raza, N. (2023). Evolution of themes & gender representation in Pakistani Advertisements: a critical discourse analysis (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-emba/611
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