Redefining gender representation in selected TV commercials : a multimodal approach
Joint Authors
Abd al-Aziz, Ansam Muhammad
Yunus, Najwa Ibrahim
Zaytun, Habad
Source
Journal of Scientific Research in Arts
Issue
Vol. 2018, Issue 19 (31 Dec. 2018)23 p.
Publisher
Ain Shams University Faculty of Women for Arts Science and Education
Publication Date
2018-12-31
Country of Publication
Egypt
No. of Pages
23
Main Subjects
Abstract EN
The aim of this study is to explore how gender representation is redefined in TV commercials.
This is achieved through the employment of multimodal critical discourse analysis approach (Machin andMyer, 2012) and multimodal interactional analysis (Norris, 2004).
Two commercials are selected for the analysis to show how verbal and visual communicative modes interplay to represent gender which reveals implicit messagesthat confirm the redefinition of gender representation in the advertising discourse.
The results of the analysis uncover that through the integration of verbal and visual communicative tools in TV commercials, there is an attempt to change gender roles and gender stereotypes for both men and women.
American Psychological Association (APA)
Abd al-Aziz, Ansam Muhammad& Yunus, Najwa Ibrahim& Zaytun, Habad. 2018. Redefining gender representation in selected TV commercials : a multimodal approach. Journal of Scientific Research in Arts،Vol. 2018, no. 19.
https://search.emarefa.net/detail/BIM-921215
Modern Language Association (MLA)
Yunus, Najwa Ibrahim…[et al.]. Redefining gender representation in selected TV commercials : a multimodal approach. Journal of Scientific Research in Arts No. 19 (2018).
https://search.emarefa.net/detail/BIM-921215
American Medical Association (AMA)
Abd al-Aziz, Ansam Muhammad& Yunus, Najwa Ibrahim& Zaytun, Habad. Redefining gender representation in selected TV commercials : a multimodal approach. Journal of Scientific Research in Arts. 2018. Vol. 2018, no. 19.
https://search.emarefa.net/detail/BIM-921215
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-921215