CONVENTIONAL IMPLICATURE ON GENDER STEREOTYPE IN ADVERTISEMENT-POSTERS IN PAKISTAN

Authors

  • Maleeha Shahzadi (M.phil scholar (UMT) Lecturer at Government College of technology Railway road, Lahore Author
  • Shumaila Ahmad ecturer of English, PhD Linguistics (scholar-UCP) Department of Linguistics and Communications University of Management and Technology, Lahore Author
  • Dureshahwar khan M.phil scholar (University of management and technology) Author
  • Anam Ashfaq M.phil scholar (University of management and technology) Lecturer at Govt Ayesha associate college (W) timber market Lahore Author

DOI:

https://doi.org/10.63878/jalt2810

Abstract

This study investigates the conventional implicature’ role in extending gender stereotypes by advertisement posters in
Pakistan. It is a pragmatic concept which refers to the additional meaning that is understood and communicated by
the audience but is not explicitly stated in the propositional content.by examining the selected posters of
advertisements from different sectors, this research examines and identifies the implied messages that underpin
traditional stereotypes and gender roles. The findings of this study will uncover that these advertisements utilize
linguistic and visual cues that that communicate beliefs regarding societal roles, behavior and attributes. This
stereotypes in Pakistani advertisements by conventional implicature not just mirror but also underpin present gender
biases in society. This study covers the need for an evaluation which should be critical of advertisement practices and
promotes how inequality is shown through advertisements.

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Published

2026-01-31

Issue

Vol. 7 No. 4 (2024): (JALT)

Section

English