From Tradition to Transformation: Exploring Gender Portrayals in Pakistani TV Advertisements

Abstract

This study examined how gender roles are portrayed in the Pakistani television commercials and analyzed ten selected commercials from different product categories such as household products, personal care, financial services, automobiles, technology, etc. This study utilizes qualitative content analysis to explore themes relating to traditional gender roles, progressive representations, objectification, and empowerment. Television commercials are very significant in establishing norms of society and their representations of different sexes shape society and strengthen cultural ideologies. The findings revealed that the selected advertisement of Nido and Surf Excel aimed to specifically highlight the ambiguous stereotypes, traditional gender roles and how the women in the advertisement are mostly limited to the role of caregiver and homemaker. On the other hand, in Samsung and Sunsilk advertisements, women are embedded as decision-makers, professionals, and independent. Quintessentially masculine advertisements, like Gillette and Honda Civic, continue to re-postulate traditional perceptions of manhood, often portraying individuals as aggressors or powerful authorities. While certain commercials like Coca-Cola and HBL, represent a more balanced gender representation, others still marginalize women or place them in secondary roles. The study also notes that in advertisements for beauty products, physical appearance is often through the lens of objectification, consequently presenting it as a defining characteristic of women. Yet other narratives around empowerment stand, just taking their form in self-affirming advertisements that celebrate financial autonomy and career advancement for women. It suggests advertisers should pursue more balanced and forward-thinking depictions and remind media contents that reflect and promote gender equality instead of perpetuating tradition stereotypes.