A social Semiotic Analysis of Gender Roles in the Representation of Gender in Advertisements: Case Study of Gender Representation in Algerian TV commercials
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Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Mouloud Mammeri University of Tizi-Ouzou
Abstract
The present work is concerned with the gender representation in still images taken
from Algerian Ads. It intended to investigate whether the representation of men and
women in Algerian TV commercials reinforces the prevalent gender stereotypes in
the society or attempt to alter the reality of gender roles. This research adopted
Kress and Van Leeuwen’s (2006) approach to the grammar of visuals and Goffman’s
(1978) theory of gender in advertisement. The combination of these two frameworks
allowed us to analyze the gender representation in Algerian Ads. This study is a
corpus-based study which analyses a corpus consisting of a twelve still images taken
from advertisements broadcasted on different Algerian TV channels. To analyze the
collected date, this research combines qualitative and quantitative analysis. The
findings of the analysis revealed that the representation of gender reflects and
reinforces the gender stereotypes which exist in the Algerian society.
Description
86p.:ill;30cm.(+cd)
Keywords
gender, stereotypes, semiotic resources, advertisement, visual, discourse, ideology.
Citation
Linguistique Appliquée et Sémiotique Sociale