Semiotic Approach Towards Analyzing TV Advertisements: A Critical Discourse Analysis

AbstractPurpose - This research aims to uncover the ideologies and ethical perspectives behind electronic advertisements shown in Pakistan. The study examines the role of media adverts with an emphasis on stereotypic gender representation and spread of distorted information in shaping the minds of consumers through symbolic images and visual content. Design/methodology/approach - The current study is based on Peirce’s Semiotic Theory in 1860s, which analyzes the signs and visuals in mainstream television advertisements and unravel the social or cultural contexts underlying advertising discourse. Grounded in the theoretical framework of critical interpretation of electronic media, advertisements were interpreted using Semiotics and visuals features. The data for this study consists of three selected commercial broadcasts chosen randomly from all commercials aired on Pakistan’s most viewed TV channels (ARY, PTV, Geo, and Express). Lastly, Critical Discourse Analysis (CDA) has been used to critically examine TV advertisements to explore that how advertisers construct ideologies about gender stereotypes through signs, icons, and symbols. Findings – The findings revealed that electronic advertisements mostly represent gender roles stereotyping and promote unethical values against Islamic ideologies in Pakistan. Through the lens of Critical Discourse, it was found that advertisement’s content and symbols create meanings and convey the message with false narratives to consumers violating the ethical code of advertisements under the Pakistan Electronic Media Regulatory Authority (PEMRA) Pakistan. Originality/ value - The media revolution unfolds severe issues like women's objectification, ultra-modern culture, and misrepresentation of Islamic values. To date, many researchers have investigated the influence of advertisements on consumers in Western countries, but the Critical Semiotic Analysis of TV advertisements in complying with Islamic ideologies is never studied in Pakistan’s context. Practical Implications - The outcomes of this study will help advertising firms, Policymakers, and PEMRA by providing them with deep insights and knowledge about the perception of consumers and helping them to take strict measures to avoid anti-Islamic content that creates harm to Islamic values and civilization