{"id":"https://openalex.org/W2938162373","doi":"https://doi.org/10.1145/3312662.3312705","title":"Manipulation of Pakistani Women through Skin-whitening Advertising Discourse","display_name":"Manipulation of Pakistani Women through Skin-whitening Advertising Discourse","publication_year":2019,"publication_date":"2019-01-12","ids":{"openalex":"https://openalex.org/W2938162373","doi":"https://doi.org/10.1145/3312662.3312705","mag":"2938162373"},"language":"en","primary_location":{"id":"doi:10.1145/3312662.3312705","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3312662.3312705","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 2019 3rd International Conference on Management Engineering, Software Engineering and Service Sciences","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5027610580","display_name":"Zahid Shahab Ahmed","orcid":"https://orcid.org/0000-0003-2084-0253"},"institutions":[{"id":"https://openalex.org/I92403157","display_name":"University of Science and Technology Beijing","ror":"https://ror.org/02egmk993","country_code":"CN","type":"education","lineage":["https://openalex.org/I92403157"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Zahid Ahmed","raw_affiliation_strings":["Donlinks School of Economics and Management, University of Science and Technology Beijing, Beijing, P.R. China"],"affiliations":[{"raw_affiliation_string":"Donlinks School of Economics and Management, University of Science and Technology Beijing, Beijing, P.R. China","institution_ids":["https://openalex.org/I92403157"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5013041751","display_name":"Jian Zhang","orcid":"https://orcid.org/0000-0002-7304-2661"},"institutions":[{"id":"https://openalex.org/I92403157","display_name":"University of Science and Technology Beijing","ror":"https://ror.org/02egmk993","country_code":"CN","type":"education","lineage":["https://openalex.org/I92403157"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jian Zhang","raw_affiliation_strings":["Donlinks School of Economics and Management, University of Science and Technology Beijing, Beijing, P.R. China"],"affiliations":[{"raw_affiliation_string":"Donlinks School of Economics and Management, University of Science and Technology Beijing, Beijing, P.R. China","institution_ids":["https://openalex.org/I92403157"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5003173559","display_name":"Khalid Ahmed","orcid":"https://orcid.org/0000-0003-0378-1896"},"institutions":[{"id":"https://openalex.org/I142204992","display_name":"University of Lahore","ror":"https://ror.org/051jrjw38","country_code":"PK","type":"education","lineage":["https://openalex.org/I142204992"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Khalid Ahmed","raw_affiliation_strings":["Department of English Language and Literature, University of Lahore, Gujrat Pakistan"],"affiliations":[{"raw_affiliation_string":"Department of English Language and Literature, University of Lahore, Gujrat Pakistan","institution_ids":["https://openalex.org/I142204992"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5016886477","display_name":"Muhammad Farrukh","orcid":"https://orcid.org/0000-0002-3569-305X"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Muhammad Farrukh","raw_affiliation_strings":["University College of Medical Science, Malaysia"],"affiliations":[{"raw_affiliation_string":"University College of Medical Science, Malaysia","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5078796181","display_name":"Muhammad Nauman Irshad","orcid":"https://orcid.org/0000-0003-1782-4658"},"institutions":[{"id":"https://openalex.org/I43879129","display_name":"Government College University, Lahore","ror":"https://ror.org/040gec961","country_code":"PK","type":"education","lineage":["https://openalex.org/I43879129"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Muhammad Nauman Irshad","raw_affiliation_strings":["Department of Computer Science, GC University, Lahore, Pakistan"],"affiliations":[{"raw_affiliation_string":"Department of Computer Science, GC University, Lahore, Pakistan","institution_ids":["https://openalex.org/I43879129"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":5,"corresponding_author_ids":["https://openalex.org/A5027610580"],"corresponding_institution_ids":["https://openalex.org/I92403157"],"apc_list":null,"apc_paid":null,"fwci":0.7234,"has_fulltext":false,"cited_by_count":8,"citation_normalized_percentile":{"value":0.79395091,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":98},"biblio":{"volume":null,"issue":null,"first_page":"107","last_page":"111"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.7318000197410583,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.7318000197410583,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.6754000186920166,"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/T13024","display_name":"Literary Theory and Cultural Hermeneutics","score":0.6615999937057495,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/ideology","display_name":"Ideology","score":0.8657412528991699},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.6341425180435181},{"id":"https://openalex.org/keywords/exploit","display_name":"Exploit","score":0.6198223829269409},{"id":"https://openalex.org/keywords/qualitative-research","display_name":"Qualitative research","score":0.5973129272460938},{"id":"https://openalex.org/keywords/critical-discourse-analysis","display_name":"Critical discourse analysis","score":0.5946542620658875},{"id":"https://openalex.org/keywords/qualitative-analysis","display_name":"Qualitative analysis","score":0.5650960206985474},{"id":"https://openalex.org/keywords/sociology","display_name":"Sociology","score":0.4361034631729126},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.3880263566970825},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.3184298872947693},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.18934112787246704},{"id":"https://openalex.org/keywords/political-science","display_name":"Political science","score":0.174485445022583},{"id":"https://openalex.org/keywords/social-science","display_name":"Social science","score":0.13718768954277039},{"id":"https://openalex.org/keywords/politics","display_name":"Politics","score":0.11391761898994446}],"concepts":[{"id":"https://openalex.org/C158071213","wikidata":"https://www.wikidata.org/wiki/Q7257","display_name":"Ideology","level":3,"score":0.8657412528991699},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6341425180435181},{"id":"https://openalex.org/C165696696","wikidata":"https://www.wikidata.org/wiki/Q11287","display_name":"Exploit","level":2,"score":0.6198223829269409},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.5973129272460938},{"id":"https://openalex.org/C2779030433","wikidata":"https://www.wikidata.org/wiki/Q1789511","display_name":"Critical discourse analysis","level":4,"score":0.5946542620658875},{"id":"https://openalex.org/C3018587665","wikidata":"https://www.wikidata.org/wiki/Q7268696","display_name":"Qualitative analysis","level":3,"score":0.5650960206985474},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.4361034631729126},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3880263566970825},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3184298872947693},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.18934112787246704},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.174485445022583},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.13718768954277039},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.11391761898994446},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3312662.3312705","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3312662.3312705","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 2019 3rd International Conference on Management Engineering, Software Engineering and Service Sciences","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[{"display_name":"Gender equality","id":"https://metadata.un.org/sdg/5","score":0.7300000190734863}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":38,"referenced_works":["https://openalex.org/W44346782","https://openalex.org/W335694074","https://openalex.org/W409184595","https://openalex.org/W568097441","https://openalex.org/W623476726","https://openalex.org/W1509341271","https://openalex.org/W1525970916","https://openalex.org/W1693517626","https://openalex.org/W1764943352","https://openalex.org/W1995500690","https://openalex.org/W2007161913","https://openalex.org/W2043925232","https://openalex.org/W2063460205","https://openalex.org/W2073385469","https://openalex.org/W2112350711","https://openalex.org/W2124736930","https://openalex.org/W2130841015","https://openalex.org/W2139708756","https://openalex.org/W2143101675","https://openalex.org/W2163571911","https://openalex.org/W2290212298","https://openalex.org/W2312032554","https://openalex.org/W2330658075","https://openalex.org/W2410617991","https://openalex.org/W2441924985","https://openalex.org/W2588916813","https://openalex.org/W2593431860","https://openalex.org/W2749006041","https://openalex.org/W2976738023","https://openalex.org/W2977173482","https://openalex.org/W4252813786","https://openalex.org/W4254503267","https://openalex.org/W4300793501","https://openalex.org/W6628648368","https://openalex.org/W6631789656","https://openalex.org/W6637392560","https://openalex.org/W6719055261","https://openalex.org/W6814316568"],"related_works":["https://openalex.org/W2046541833","https://openalex.org/W2412051436","https://openalex.org/W1499806064","https://openalex.org/W4240869053","https://openalex.org/W2140472019","https://openalex.org/W2057857755","https://openalex.org/W2261353938","https://openalex.org/W4316090175","https://openalex.org/W2898960644","https://openalex.org/W2591867738"],"abstract_inverted_index":{"This":[0],"study":[1,88,112],"investigates":[2],"the":[3,13,34,44,67,118],"role":[4,97],"of":[5,8,15,26,36,54,109,120],"advertising":[6],"discourse":[7,28],"skin-whitening":[9],"creams":[10],"in":[11,19,38,98],"cultivating":[12],"ideology":[14,84],"a":[16,95],"beautiful":[17],"woman":[18],"Pakistani":[20],"society.":[21],"Fairclough's":[22],"three":[23],"dimensional":[24],"framework":[25],"critical":[27],"analysis":[29],"is":[30,64],"employed":[31],"to":[32,40,46,80,116],"analyze":[33],"use":[35,73],"language":[37],"advertisements":[39,56,93],"manipulate":[41],"and":[42,66,78,100,122],"exploit":[43],"women":[45],"buy":[47],"skin":[48],"whitening":[49],"products.":[50],"The":[51,87,107],"data":[52],"consists":[53],"eight":[55],"from":[57],"electronic":[58],"media.":[59],"A":[60],"qualitative":[61,111],"research":[62],"paradigm":[63],"used":[65],"findings":[68],"pointed":[69],"out":[70],"that":[71,91],"advertisers":[72],"many":[74],"shrewd":[75],"linguistic":[76],"devices":[77],"strategies":[79],"work":[81],"on":[82],"women's":[83],"for":[85],"manipulation.":[86],"also":[89],"revealed":[90],"TV":[92],"play":[94],"vital":[96],"constructing":[99],"shaping":[101],"certain":[102],"socio-cultural":[103],"ideologies":[104],"among":[105],"people.":[106],"finding":[108],"this":[110],"would":[113],"be":[114],"helpful":[115],"enhance":[117],"understanding":[119],"consumers":[121],"facilitate":[123],"their":[124],"buying":[125],"decisions":[126],"without":[127],"being":[128],"manipulated":[129],"by":[130],"advertisers.":[131]},"counts_by_year":[{"year":2023,"cited_by_count":5},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":2}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}