Portrayal of Women in National and International Advertisements in Pakistani Magazines: Why Need to Rethink

Abstract

This research examines the portrayal of women in the national and international advertisements of Pakistani leading magazines “The Mag” to explores that how women are presented in advertisement of print media. Four main categories regarding women portrayal with sub categories were used to apprehend the interpretation of the portrayal of the women by adopting comparative approach towards the national and international advertisements. The content analysis of the advertisements in the leading magazine is conducted to analyze the glamour, seductive smile and wearing short dresses in the advertisement to comprehend the portrayal of the women. Findings suggests that in Pakistani magazines women are used as decoratively through glamour look they are presented with glossy makeup and attractive hairstyle with flashy lights on their face in magazines. Outcomes of the comparative analysis indicates that the national advertisements in the female magazines are presenting women with more seductive and facial expressions appeals.

Keywords: Advertisements, Respective, submissive, serious, smiling, seductive, with man, alone, full eastern dresses, short western dresses, natural makeup, heavy.