| Autor: |
Sheikh, Asmat A., Suleman, Nazia, Mazari, Sidrah |
| Předmět: |
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| Zdroj: |
Discourse (2521-5337); Jul-Dec2019, Vol. 5 Issue 2, p197-217, 21p |
| Abstrakt: |
Sexual objectification of women in advertisements is a global issue. It prevails not only in patriarchal and developing societies rather it is a huge issue in developed countries as well. Advertisements, specifically, are a powerful platform where women are presented as an object of gaze and sexual desire. This paper endeavors to analyze the factors forming the proposition that girls and women develop their primary view of their physical self by observing others. It also attempts to find out the influences of such advertisements on society generally, and on women specifically. The data for present study consist of advertisements from TV channels as data selected through purposive sampling technique. Fairclough‟s „Three Dimensional Model‟ (1995) and Fredrickson & Roberts‟ „Objectification Theory‟, (1997) have been used as conceptual frameworks for the analysis of selected data. Findings of the study indicate that TV commercials intensify and legitimize the female body as a showcase for both the female and the male gaze. Furthermore, this study can open avenues for future researchers who can work on stereotypical imaging of women & breaking those stereotypes in recent television advertisements. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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