Multifaceted Representation of Women in Advertisements: A Multimodal Analysis
Journal Title: Qlantic Journal of Social Sciences and Humanities - QJSSH - Year 2026, Vol 6, Issue 1
Abstract
The world of technology is constantly evolving, and with that comes a growing need for improved mobility and communication. As a result, there has been a surge in demand for new and innovative ways to present information to readers more effectively and engagingly. One solution to this challenge has been the emergence of multimodal transactions to convey complex ideas and concepts. This research article delves into the multimodal analysis of selected advertisements to unveil the representation of women. This study examines the advertisements by the application of the multimodal method (Kress and van Leeuwen, 2001; Brandt, 2004), following the overview of how meaning can be composed over diverse semiotic resources for each mode, i.e., written, visual, and spatial primed by Cope and Kalantzis (2009, 2013) and Kalanrzis, Cope, Chan, and Dalley-Trim (2016). Advertisements are critically analyzed underpinning the CDA approach by Norman Fairclough (1989). Findings unravel the manifold layers of multimodal transactions, revealing that women are represented beautifully in ads. Still, when the advertisements are critically analyzed there are profound meanings and dual senses that do not click the eyes at first but it is deeper than that. In addition, these advertisements influence the viewers' perceptions of women.
Authors and Affiliations
Umm -E- Ruman Syeda Nabiha Innayat
Keywords
Related Articles
- EP ID EP758933
- DOI 10.55737/qjssh.vi-i.25282
- Views 32
- Downloads 0
Exploring Khawaja Noor Muhammad Maharvi's Role in Spreading Islam and Spiritual Advancement in Bahawalpur Region
Hazrat Khwaja Noor Muhammad Maharvi, a Sufi saint from Tehsil Chishtian, played a significant role in spreading Islamic teachings in the Bahawalpur region. He got his early education from Mahar Sharif, a small village ne...
The Role of Motivation in Second Language Learning
It has been observed that motivation plays a significant role in the learning of a second language (L2). In learning a second language, motivation impacts the engagement, determination, ability, and performance of the le...
Effects of Time Management on Male Students’ Academic Achievement
Time management plays a key role in a person's success. Relevant literature established that a relationship exists between time management and the academic achievement of students. The study focused on the undergraduate...
Exploring Rupture of Metanarratives, Historiographic Metafiction and Hyperreality in The Diary of a Social Butterfly
Pakistani Anglophone writers not only connect local and international readerships but also provide valuable perspectives on the intricacies and complexities of Pakistani life and society, playing a significant role in en...
Time Series Analysis of Poverty Reduction Indicators: Case of Pakistan, India and Bangladesh
This paper investigated the indicators of poverty reduction. The independent variables are financial development, military expenditure, remittances, trade openness and world oil prices. A time series analysis was conduct...