Advertisement and gender : a critical discourse analysis

Abstract EN

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.