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Advertisement and Gender : A Critical Discourse Analysis | ||
| مجلة آداب البصرة | ||
| Article 3, Volume 13, Issue 82, 2017, Pages 27-58 PDF (0 K) | ||
| Author | ||
| Adil Malik Khanfar | ||
| Abstract | ||
| The Study attempts a Critical Discourse Analysis ( CDA) of gender in some selected advertisements . It is hypothesized that men and women are differently introduced in these advertisements and women are used as sex objects for the persuasive purpose of attracting the targeted audience . In the theoretical side of the study , there is a discussion of the definition and functions of CDA , advertising , and the kind of discourse employed in advertising in addition to highlighting gender role and stereotyping in advertising . Findings of the analysis verify the hypothesis of the study to a large extent . The main conclusion is that advertising discourse is not neutral , and on the contrary , it is very largely biased to the superiority of the role of men in society . Women are objectified for sex appeal and the sex address in the advertisements is direct and open . | ||
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