Gendered Ideologies in TV Advertisements: A Semiological Discourse Analysis

Abstract

The influence of television advertisements on shaping and perpetuating gendered ideologies is a subject of substantial interest and concern. The aim of this study is to examine how advertisements on television contribute to the construction and reinforcement of gender stereotypes and expectations. This research employs semiological discourse analysis to dissect the visual and linguistic elements of TV advertisements, revealing the underlying meanings, symbols, and messages conveyed. It explores how advertisements often depict traditional gender roles, beauty standards, and societal expectations, and how they can reinforce or challenge these norms. By scrutinizing iconic, indexical, and symbolic signs in advertisements, this study uncovers the ways in which gendered ideologies are embedded in marketing strategies. The research also addresses how modern advertising practices are evolving to reflect changing cultural and societal norms, striving for more inclusive and diverse representations. In sum, this study sheds light on the complex interplay of gender, media, and consumer culture, highlighting the potential impact of TV advertisements on perceptions of gender and the ongoing discourse around gender representation in the media.

Key words: semiotics, representation, television commercials, gendered ideologies