DISCURSIVE REPRESENTATION OF CHILDREN IN TELEVISION ADVERTISEMENTS OF PAKISTANDISCURSIVE REPRESENTATION OF CHILDREN IN TELEVISION ADVERTISEMENTS OF PAKISTAN

Abstract

This study examined representation and depiction of children in Television advertisements and commercials in Pakistan. The main objective of the study was to unpack and L111fold the implicit and explicit messages about child,.en in media advertisements with either children or adults as target audience. The data (advertainment screenshots & utterance) were colfected./i'·om government oVlll1ed (PTV Home) and privately owned (HUM TV) channels over a period of seven months (-from 16,11 Nov 2021 to P'May 2022). Screen shots images and verbal messages in the advertainments were dealt with as data. J have engaged discourse analysis as a method of analysis, critical theories in media as lens fo r unpacking ane! il1telpretation of data. Th e stU((V findings suggest that children are represented and depicted il1 gender stereotypical ways. Th e stU((v olso ullpacked that the llotions of hegelllonic masculillity and idealized femininity ore communicated to children from the velY eCll)V age. Th e overall conclusion that may be derived from the study findings is that TV advertisements in Pakistan con'lll1odl/Y, engendered. and objectifY child,.en in lIIany e.rplicit und illlplicit 1\ ·(/V .)". :(ev 1\"0 rds: Discursive represenration. Hegemonic Masc ulini ty. ubordinate Femininity, Commod ification of Childhood, Objec titica tion, Girli fication, Foucauldi an Discourse