Commodification of Otherness: A Qualitative Analysis of Female Representation in Pakistani Ads
DOI:
https://doi.org/10.5281/zenodo.16831466Keywords:
Female Commodification , Pakistani Advertisement , OthernessAbstract
Purpose: This qualitative study aims to scrutinize representations of females as sexual objects in Pakistani TV ads through postulates of Stuart Hall, presented in 1997. Some of the common features that have been witnessed in the selected ads are the representation of women as objects rather than subjects. They have been presented as source of attraction especially for men in different commodity ads.
Design/Methodology/Approach: Twenty ads of different products are selected from You Tube. The selection of ads is made in accordance with the aim of the study; to look at representation of females as sexual objects in context of Pakistan TV ads. The selected ads are studied at three levels; representational, intentional and constructionist.
Findings: The findings reveal that there is commodification of otherness, since females are reduced to mere objects of sex and males are presented in authoritative positions in different ads played on Pakistani TV channels.
Implications/Originality/Value: Accordingly, the study encounters prevailing concepts of gender inequalities in Pakistani context.
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