{"id":"https://openalex.org/W4367183583","doi":"https://doi.org/10.46568/pjgs.v23i01.663","title":"Women\u2019s Portrayal In Pakistani Print Advertisements: A Comparative Study Based On Semiotics","display_name":"Women\u2019s Portrayal In Pakistani Print Advertisements: A Comparative Study Based On Semiotics","publication_year":2023,"publication_date":"2023-03-08","ids":{"openalex":"https://openalex.org/W4367183583","doi":"https://doi.org/10.46568/pjgs.v23i01.663"},"language":"en","primary_location":{"id":"doi:10.46568/pjgs.v23i01.663","doi":"https://doi.org/10.46568/pjgs.v23i01.663","is_oa":true,"landing_page_url":"https://doi.org/10.46568/pjgs.v23i01.663","pdf_url":"https://socialsciencejournals.pjgs-ws.com/index.php/PJGS/article/download/663/565","source":{"id":"https://openalex.org/S4210200732","display_name":"Pakistan Journal of Gender Studies","issn_l":"2072-0394","issn":["2072-0394","2663-8886"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":"https://openalex.org/P4310319291","host_organization_name":"University of Karachi","host_organization_lineage":["https://openalex.org/P4310319291"],"host_organization_lineage_names":["University of Karachi"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Pakistan Journal of Gender Studies","raw_type":"journal-article"},"parent_works":[],"lineage":["https://openalex.org/W4367183583"],"child_works_count":0,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://socialsciencejournals.pjgs-ws.com/index.php/PJGS/article/download/663/565","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5071942149","display_name":"Maheen Fatima","orcid":"https://orcid.org/0009-0000-1804-0578","observed_orcids":["https://orcid.org/0009-0000-1804-0578"]},"institutions":[{"id":"https://openalex.org/I18718515","display_name":"Jinnah University for Women","ror":"https://ror.org/056zv5g90","country_code":"PK","type":"education","lineage":["https://openalex.org/I18718515"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Maheen Fatima","raw_affiliation_strings":["Lecture, Department of English, Jinnah University for Women, Karachi, Pakistan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Lecture, Department of English, Jinnah University for Women, Karachi, Pakistan","institution_ids":["https://openalex.org/I18718515"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5021960335","display_name":"Maimoona Moin","orcid":"https://orcid.org/0000-0002-4767-7372","observed_orcids":["https://orcid.org/0000-0002-4767-7372"]},"institutions":[{"id":"https://openalex.org/I18718515","display_name":"Jinnah University for Women","ror":"https://ror.org/056zv5g90","country_code":"PK","type":"education","lineage":["https://openalex.org/I18718515"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Maimoona Moin","raw_affiliation_strings":["Lecturer, Department of English, Jinnah University for Women, Karachi, Pakistan"],"raw_orcid":"https://orcid.org/0000-0002-4767-7372","affiliations":[{"raw_affiliation_string":"Lecturer, Department of English, Jinnah University for Women, Karachi, Pakistan","institution_ids":["https://openalex.org/I18718515"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I18718515"],"apc_list":null,"apc_paid":null,"fwci":0.2925,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.52976675,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":"23","issue":"1","first_page":"63","last_page":"76"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13250","display_name":"Semiotics and Representation Studies","score":0.0003000000142492354,"subfield":{"id":"https://openalex.org/subfields/1208","display_name":"Literature and Literary Theory"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11540","display_name":"Gender, Feminism, and Media","score":0.0,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/representation-of-women","display_name":"representation of women","score":0.8349999785423279},{"id":"https://openalex.org/keywords/print-advertising","display_name":"print advertising","score":0.8889999985694885},{"id":"https://openalex.org/keywords/pakistani-women","display_name":"Pakistani women","score":0.9139999747276306},{"id":"https://openalex.org/keywords/women-s-identity","display_name":"female identity","score":0.7329999804496765},{"id":"https://openalex.org/keywords/semiotics-of-advertising","display_name":"semiotics of advertising","score":0.6629999876022339},{"id":"https://openalex.org/keywords/ideology-in-advertising","display_name":"ideology in advertising","score":0.7559999823570251},{"id":"https://openalex.org/keywords/magazines","display_name":"magazines","score":0.4480000138282776},{"id":"https://openalex.org/keywords/social-media-advertising","display_name":"social media advertising","score":0.8769999742507935},{"id":"https://openalex.org/keywords/gender-stereotypes","display_name":"gender stereotypes","score":0.5669999718666077},{"id":"https://openalex.org/keywords/pakistani-culture","display_name":"Pakistani culture","score":0.34299999475479126}],"concepts":[{"id":"https://openalex.org/C139997677","wikidata":"https://www.wikidata.org/wiki/Q60195","display_name":"Semiotics","level":2,"score":0.9028496146202087},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6976909637451172},{"id":"https://openalex.org/C2780876879","wikidata":"https://www.wikidata.org/wiki/Q3054749","display_name":"Meaning (existential)","level":2,"score":0.6507560014724731},{"id":"https://openalex.org/C511192102","wikidata":"https://www.wikidata.org/wiki/Q5156948","display_name":"Comprehension","level":2,"score":0.533896803855896},{"id":"https://openalex.org/C2776359362","wikidata":"https://www.wikidata.org/wiki/Q2145286","display_name":"Representation (politics)","level":3,"score":0.5199857354164124},{"id":"https://openalex.org/C158071213","wikidata":"https://www.wikidata.org/wiki/Q7257","display_name":"Ideology","level":3,"score":0.4915939271450043},{"id":"https://openalex.org/C162446236","wikidata":"https://www.wikidata.org/wiki/Q653137","display_name":"Content analysis","level":2,"score":0.47425714135169983},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.4301321506500244},{"id":"https://openalex.org/C2780801425","wikidata":"https://www.wikidata.org/wiki/Q5164392","display_name":"Construct (python library)","level":2,"score":0.4133860468864441},{"id":"https://openalex.org/C2778355321","wikidata":"https://www.wikidata.org/wiki/Q17079427","display_name":"Identity (music)","level":2,"score":0.41094258427619934},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.40335407853126526},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.39653363823890686},{"id":"https://openalex.org/C29595303","wikidata":"https://www.wikidata.org/wiki/Q165650","display_name":"Media studies","level":1,"score":0.35875949263572693},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.21149763464927673},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.19330215454101562},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.15297368168830872},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1266612708568573},{"id":"https://openalex.org/C41895202","wikidata":"https://www.wikidata.org/wiki/Q8162","display_name":"Linguistics","level":1,"score":0.12437441945075989},{"id":"https://openalex.org/C107038049","wikidata":"https://www.wikidata.org/wiki/Q35986","display_name":"Aesthetics","level":1,"score":0.10516080260276794},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.06360742449760437},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.0},{"id":"https://openalex.org/C542102704","wikidata":"https://www.wikidata.org/wiki/Q183257","display_name":"Psychotherapist","level":1,"score":0.0},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.46568/pjgs.v23i01.663","doi":"https://doi.org/10.46568/pjgs.v23i01.663","is_oa":true,"landing_page_url":"https://doi.org/10.46568/pjgs.v23i01.663","pdf_url":"https://socialsciencejournals.pjgs-ws.com/index.php/PJGS/article/download/663/565","source":{"id":"https://openalex.org/S4210200732","display_name":"Pakistan Journal of Gender Studies","issn_l":"2072-0394","issn":["2072-0394","2663-8886"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":"https://openalex.org/P4310319291","host_organization_name":"University of Karachi","host_organization_lineage":["https://openalex.org/P4310319291"],"host_organization_lineage_names":["University of Karachi"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Pakistan Journal of Gender Studies","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:8f7dbe0e7c864364b2d68a955b87f4f9","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/8f7dbe0e7c864364b2d68a955b87f4f9","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Pakistan Journal of Gender Studies, Vol 23, Iss 01, Pp 63-76 (2023)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.46568/pjgs.v23i01.663","doi":"https://doi.org/10.46568/pjgs.v23i01.663","is_oa":true,"landing_page_url":"https://doi.org/10.46568/pjgs.v23i01.663","pdf_url":"https://socialsciencejournals.pjgs-ws.com/index.php/PJGS/article/download/663/565","source":{"id":"https://openalex.org/S4210200732","display_name":"Pakistan Journal of Gender Studies","issn_l":"2072-0394","issn":["2072-0394","2663-8886"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":"https://openalex.org/P4310319291","host_organization_name":"University of Karachi","host_organization_lineage":["https://openalex.org/P4310319291"],"host_organization_lineage_names":["University of Karachi"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Pakistan Journal of Gender Studies","raw_type":"journal-article"},"sustainable_development_goals":[{"score":0.7307999730110168,"id":"https://metadata.un.org/sdg/5","display_name":"Gender equality"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4367183583.pdf","grobid_xml":"https://content.openalex.org/works/W4367183583.grobid-xml"},"referenced_works_count":22,"referenced_works":["https://openalex.org/W1965017519","https://openalex.org/W1989116024","https://openalex.org/W2048999942","https://openalex.org/W2105898441","https://openalex.org/W2110985811","https://openalex.org/W2116720807","https://openalex.org/W2147954488","https://openalex.org/W2322084774","https://openalex.org/W2558234126","https://openalex.org/W2888448343","https://openalex.org/W2950291596","https://openalex.org/W2967150940","https://openalex.org/W2989545223","https://openalex.org/W3002853975","https://openalex.org/W3038148475","https://openalex.org/W3044558586","https://openalex.org/W3168442930","https://openalex.org/W4231408622","https://openalex.org/W4249166957","https://openalex.org/W4252202343","https://openalex.org/W6638169328","https://openalex.org/W6803583039"],"related_works":["https://openalex.org/W4379793946","https://openalex.org/W3119502722","https://openalex.org/W7135097498","https://openalex.org/W3038745884","https://openalex.org/W7213533071","https://openalex.org/W3038148475","https://openalex.org/W7203864937","https://openalex.org/W4309318519","https://openalex.org/W7215181477","https://openalex.org/W3193778876"],"abstract_inverted_index":{"This":[0,13,104,133],"study":[1,105,134],"investigates":[2],"how":[3],"Pakistani":[4,73,125,160],"still":[5],"advertisements":[6,28,68,123,165],"portray":[7],"women":[8,74,126],"and":[9,39,59,95,113,130,138,154],"construct":[10],"certain":[11],"ideology.":[12],"qualitative":[14],"research":[15],"employs":[16],"semiotic":[17,83],"method":[18],"to":[19,91],"analyze":[20],"the":[21,48,70,80,86,93,102,108,122],"content.":[22],"With":[23],"stratified":[24],"sampling":[25],"technique,":[26],"six":[27],"have":[29],"been":[30],"selected":[31,67],"all":[32],"together":[33],"that":[34],"appeared":[35],"in":[36,40,75,111,117,166],"different":[37,45],"magazines":[38],"social":[41,60],"media":[42,61],"campaign":[43],"of":[44,63,72,82,121,145],"products":[46],"during":[47],"year":[49],"2019":[50],"taken":[51],"mainly":[52],"from":[53],"Duniya":[54],"Sunday":[55],"Magazine,":[56],"Weekly":[57],"Akhbar-e-Jahan":[58],"pages":[62],"particular":[64],"products.":[65],"The":[66],"analyzed":[69],"representation":[71],"given":[76],"time":[77],"period":[78],"with":[79],"help":[81],"analysis,":[84],"whereas,":[85],"psychological":[87],"lens":[88],"is":[89],"used":[90],"unveil":[92],"meaning":[94],"message":[96],"constructed":[97],"by":[98],"specific":[99],"signs":[100],"within":[101],"advertisements.":[103],"has":[106],"examined":[107],"advertisers\u2019":[109],"practice":[110],"depicting":[112],"constituting":[114],"female":[115],"identity":[116],"Pakistan,":[118],"where":[119],"most":[120],"reveal":[124],"as":[127],"independent,":[128],"confident":[129],"modern":[131],"beings.":[132],"will":[135],"develop":[136],"inferential":[137],"critical":[139],"comprehension":[140],"among":[141],"masses":[142],"regarding":[143],"science":[144],"signs;":[146],"also":[147],"it":[148],"would":[149],"be":[150],"significant":[151],"for":[152],"experts":[153],"policy":[155],"makers":[156],"who":[157],"can":[158],"retrieve":[159],"cultural":[161],"elements":[162],"while":[163],"executing":[164],"future.":[167]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-11-14T11:04:58.165337","created_date":"2023-04-28T00:00:00"}
