Abstract
This study explores the representation of gender and Islamic values in Pakistani television advertisements during Holy month of Ramadan 2018 where eight advertisements on aired on Pakistani television channels Geo Entertainment, ARY Digital and HUM TV were selected randomly and examined to address hypotheses (H1) True Islamic values are not depicted through advertisements defining Pakistani and Islamic culture. (H2) The advertisements presented are no more Islamic values oriented and are representation of a capitalist class. Both the hypotheses were approved. Semiotic analysis method was employed to examine the advertisements which were selected in the month of May-June 2018 to analyse the gender role, Islamic values and the messages based on the Islamic teachings and values. Lemon Max Bar, Meezan Cooking Oil, Coca Cola bottle of change, Rafhan Custard, Pepsi and Lays, Safeguard, Tarang Tea Whitener, Tapal Danedar for analysis. The Islamic values and gender representation was examined which concluded that the females in the said advertisement are not true picture of an Islamic and traditional society and true family system is not clearly observed in the advertisements, sex role or gender discrimination is there, the advertisements are also not presenting Pakistani culture at all and Islamic values are not focused truly. More glamour is observed in the commercials. The messages are not true representation of the Islamic values based on the teachings of Islam in the light of Holy Quran and Sunnah.
Keyword(s)
Television, Advertisements, Gender, Representation, Islamic Values