Redefining Gender Stereotypes An Analysis of Femvertising In Shan Thematic Advertisements

Abstract

This research examines Shan Food ads through content and semiotic analysis in order to establish how far these ads are performing an immediate social purpose in Pakistani contexts. As one of the leading food brands in Pakistan, Shan Foods and their products are used not only in big cities but also in rural areas. It is one of those brands which seem to intersect the rigid class divide with their diverse socio-economic background. Being widely used in the urban and rural regions, the wide use and availability of Shan Foods products is further determined by its digital reach. We think it appropriate to blend the social and digital aspects of Shan Food ads by viewing them from what is termed as femvertising by Ramsha Zaidi which underscore the complex interlink between these advertisement and their explicit representation of gender and feminist consciousness in Pakistani culture.