Redefining Gender Representation in Selected TV Commercials:A Multimodal Approach | ||
| مجلة البحث العلمي في الآداب | ||
| Article 15, Volume 19, العدد التاسع عشر الجزء الثانی - Serial Number 2, August 2018, Pages 1-23 PDF (938.88 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jssa.2018.12140 | ||
| Author | ||
| انسام محمد عبد العزيز* | ||
| قسم اللغه الانجليزية کلية البنات جامعة عين شمس | ||
| Abstract | ||
| Abstract 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. | ||
| Keywords | ||
| Keywords: Gender Representation; Gender and TV Commercials; Multimodal Critical Discourse Analysis; Multimodal Interactional Analysis | ||
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