"DRIVEN BY GENDER: A MULTIMODAL ANALYSIS OF GENDER ROLES IN PAKISTANI CAR COMMERCIALS"

Abstract

This study shows how men and women are portrayed in Pakistani cars advertisements and by using a multimodal framework this research analyzes a selection of car advertisements from Pakistani brands to assess how gender roles are shown  through visual, linguistic and auditory elements. The goal of the study is to uncover the underlying patterns of male dominance in the representation of car buyers, drivers and consumer behavior while women are shown in background and in traditional roles. The research examines that most of the car advertisements are made for men while women are shown as quiet, passive and decorative.  This study points out that there is a need for advertisements that show both men and women equally  to challenge gender stereotypes and promote equality.