Discourse Analysis on Women’s Role in Bangladeshi Advertisement 1

Discourse Analysis on Women’s Role in Bangladeshi Advertisements

Name: Nashita Tasneem

ID: 18203020

ENG221: Discourse Analysis

Final Term Paper

Submitted to: Sabreena Ahmed

Date: 23/09/2020
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 2

Discourse Analysis on Women’s role in Bangladeshi Advertisement

Introduction:

Before we talk about women’s role in Bangladeshi advertisement, we should know that

advertising is a publicity strategy where money is paid to advertise a product, service or purpose.

The purpose of ads is to attract customers who are more likely able to pay for the goods or

services of a business, and to persuade them to purchase. Every day, we are introduced to too

many commercials, perhaps the most effective educational method in society. Most people spend

a lot of time watching various kinds of advertisements on TV channels, paper and magazines as

well. The basis and economic benefit of the mass media is ads. Since teens are more drawn to

visual media, they fall prey to the messages that ads communicate. Regardless of whether or not

they portray a racist image of culture, these advertisements also reinforce prevailing cultural

ideals and behaviors. They become conscious of the stereotypic expectations of society at the

most apparent stage. Advertising produces a perfect universe where people are affluent, lean,

successful and attractive. People just dream about goods in this universe and they market such

items by building a world of illusion. So to create a fantasy world, advertisers often use female

models in almost every advertisement. Although the role of women in developing and fostering

society is inevitable, it is not acknowledged in most cases or in the media in Bangladesh. It's

happening in Bangladesh because of patriarchal culture, women's reliance on male dominated

society, media commercial desires, lack of knowledge, orientation and journalists' proper

literacy. The goal of the whole marketing process is to be more successful in pleasing customers.

To sell their products and services, often advertisement companies and marketers use women's

negative images like showing women physically appealing is an advertiser’s tactic/ strategy.
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 3

Moreover, it is noticeable that women are being portrayed as a domestic housewife who is

responsible for household chores and family. Women's appearances in ads have undergone a

transition from housewife centric ads to work campaigns for women. Nowadays, in media as a

superwoman, women are normally present, and manage to do all the work at home and work

with the aid of the commodity, neither the help of her partner, nor her baby. But, females are

frequently viewed in advertising as a product. In advertisement, women's physical appearance is

more valuable than all of their other abilities. Moreover, the images of women are usually

appealing, presenting the advertising with a suitable portrait, regardless of their value to the

advertising. So, my main objective is to identify the social representation of women in

Bangladeshi advertisement. I would like to explore how women in advertisement portray what

society sees as an ideal representation of her. I'll look at some TV advertisements and print

media and examine them to explain this.

Literature Review:

Nowadays, content of advertisement has a significant impact on our decision. It has a link

to our customs and codes that regulate our society. Advertisements depict women in various

positions including mother, wife, girlfriend, sister and daughter, daughter-in-law etc. Although

women have multiple roles to play, their visibility in ads is minimal. Their primary positioning in

ads among these various positions is surrounded by either housewives or professional women.

Advertising women's portrayal is based on factors such as: unemployed, seductive, nurturing,

man-dependent, ideal, deceptive, unintelligent etc. The marketers concentrate on appearance and

picture, which is why women are more informed of weight, adopt diets of weight reduction, anti-

aging products and many other beauty items to render them beautiful. Women are a popular

feature in the ads of both male and female goods. Advertising is a dominant societal practice for
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 4

us. Viewers believe that the commercials still show the right images. Some people find it fun and

a part of television that shows them styles and fashion, helps them to have some good jokes in it,

and includes great images of good music, whereas some people consider it to be a negative thing

that these ads make them do something they don't really want to do. Nevertheless, commercials

have an effect on culture and vice versa.

Each institute encourages gender discrimination because women are expected to conduct

gentle, emotional, and feminine work while men are encouraged to execute aggressive, heroic

acts. (Eckert and McConnell-Ginet, 2003) It is a stereotype that entails restricting individuals to a

series of character characteristics that are skewed, typically pessimistic, and emphasizes that

stereotyping eliminates, naturalizes and solves disparities. Compared to male models, they are

often in less significant positions. They are represented as in small roles and present less time in

the screen. Moreover girls were portrayed by two female symbols while the boys were depicted

through many religious, reformers, conquer and martyrs. It was discovered that women were

excluded from paid employment and their position was limited to becoming ideal women for

care and nurture. As subordinate, irrational, beautiful, emotional characters, women are

constructed without jurisdiction over events or power. On the contrary, men participate with

reason and bravery in strong and dominant positions but with minimal emotional revelation

(Cankaya, 2013). Moreover, advertisers depicted women with unrealistic appearance that is

unattainable in fact. Women are commonly portrayed as beautiful in advertising, fair, feminine,

smooth, shiny and flawless skin.

75 percent of the ads that use women are items that are found in toilets or kitchens and 56

percent of women in advertising are seen as housewives (Gallagher, 2005). More and more

women have either done housework alone or controlled their jobs with housework over the past
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 5

decade. Today most women with pre-school children are either in full or part-time jobs and

domestic tasks are being done by a rising number of husbands to compliment this. Then why

most of the ads are showing women to do all the household chores? Women continue to be

viewed as reliant on men. But there is also this kind of ads where women is successful in her job

but she cannot handle her job and house well so she need a product to continue both easily. They

show that women should clean her house and make delicious food. These gender stereotypes are

created by society and people choose to spend their lives according to those expectations as they

grow up. These commercials are chosen because the current advertisement motto is to highlight

the submissive and exploitative positions of women. It is evident from this research that women's

position is mostly domestic and family focused.

The underlying promotional messages stress nudity and frequently portray women as sex

objects (Nagi, 2014). Through the normal to an unattainable perfection, ads show women. They

are represented with unthinkable beauty, incredible elegance that seems unreal. By using

beautiful models, ads also depicts women as things or as empty sex objects. Ads are typically

responsible for presenting women as "sex objects" that can draw the attention and curiosity of

audiences. Sex is another feeling or emotion that brands have successfully employed in

marketing clothes, perfumes, watches, personal goods and vehicles. They are seen to be more

involved in sexual activity than men, which really offend them. The ability to exploit sexual

appeals in visual representations, copies or both may give rise to subconscious desires reflected

in the purchase of a product or service. The advertiser must then be confident that the offer, the

message, the target, the viewer and the use of sexual themes and elements all fit in order to make

the appeal more successful.

Discourse Analysis on Women’s Role in Bangladeshi Advertisement 6

Discourse Analysis: Discourse Analysis requires an analysis of the vocabulary in use. The

research is not limited to the examination of particular types of linguistics and roles in public

life, but discusses the interaction between language and its meaning. It requires both

transactional and interactional perspectives to consider the purpose of language in 'context'

communication and the purpose of language in 'sense' speech, and the purpose that language

plays in addressing social ties and personal attitudes. (Brown & Yule, 1983, p.1) Nearly

everyone agrees that leading the human race to establish diverse societies is the challenge of

language, each of which has particular social traditions, a way of looking at religious problems,

rules and regulations, regulatory prosecution, oral practices, company strategies and others.

(Brown & Yule, 1983, p.2) However, it should be argued that discourse is not only the use of

words, it also requires other things. Therefore, for a clearer comprehension of the language of

use, discourse is a linguistic type that needs to contend with other forms of communication

concerned. That is why, not only the interlocutors in the contact, but also their fashion,

movements, their way of talking, includes the situation.

Elements of Advertisement:

Grice's maxim: There are four types of maxim. They are: Maxim of quantity is where one tries to

be as insightful as one can possibly be and gives as much and no more detail as is needed.

Maxim of quality is where one seeks to be honest, and does not provide proof that is false or that

is not endorsed. Maxim of relation is where one seeks to be important, and says things that are

relevant to the debate. Maxim of manner is when one seeks to be as simple, as short, and as

orderly as one can in what one says, and where darkness and uncertainty are avoided.

Conversational Analysis:
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 7

1. Sociocentric Sequences: When it is used in a particular culture or language.

2. Body Language: Facial expression, gesture, posture etc

3. Intonation: Using high pitch or low pitch

4. Topic conflict: When both speaker and listener talks about different topic at the same

time.

5. Post completor: When we use emm, umm, hmm, question to complete a sentence.

6. Utterance incompletor: When we use but, however, Jodi, kintu, so that etc. and don not

finish the sentence that is utterance incompletor.

7. Incompletion marker: When we use although, if, since in the beginning in a complete

sentence for communicating, arranging and handling what we are saying or writing.

8. Inserted sequence: When a listener is replying to first pair part of an adjacency pair, he

uses repetition of the first pair part.

Euphemism: 'Euphemism' suggests that polite terms or terms are used when expressing thoughts

that are not easy to convey or connected to some topics that are not available to the public, such

as anatomy, mortality or other private physical matters. (Goddard, 2002, p.64)

Methodology:

The central research is about conceptual linguistic devices and the effect on the audience of the

language of ads. The method of this research paper is qualitative. Both print and TVC have been

selected for this research. The advertisements are selected from various newspapers like “The

Daily Star”, “Prothom Alo”, “Jugantor, billboard and YouTube. It will gather data from both

primary and secondary sources. The primary source consists of close observation and careful

study. The Internet, books, journals and other written tools are secondary sources. This paper
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 8

will show the current portrayal of women in Bangladeshi ads using a combination of literature

review, close observation and deep examination. The Three-dimensional model approached by

Flairclough (1975a, 1995b) (Figure 4, in section 2.9) is applied as a theoretical research

framework. According to Flairclough, discourse that takes place in any context should be called a

language text which can be either spoken or written; discourse practice which is linked to

development and interpretation of text and sociocultural interaction. The dispute is strongly

related to multiple forms of socio-cultural practice. Three dimensions of Fairclough's framework:

textual, discursive and social-cultural level. The textual research included the review of rhetorical

instruments and the language used to depict people by advertisers. The discursive research

centered on the level of text development and understanding, whilst the analysis of social culture

refers to the ideas disseminated throughout the advertising.

Data Collection Procedure: Data are obtained from newspapers, TV ads and billboards.

Findings and Analysis:

Code switching: In the commercials, code-switching and code-mixing are used as they add more

meaning or language to the content of the ads. For example, in clear anti dandruff shampoo tvc

the tv actress Nusraat Faria claiming, “Protidin jotoi gham, dhula ba rod er mukhomukhi hoina

keno ami thaki dandruff free karon notun clear triple anti-dandruff technology o vitamin b3

shomriddho ja scalp er gobhire giye shudhu dandruff e dur kore na, fire asha keo bondho kore.

Taai dandruff free chule, ami shobshomoi thaki confident, I’ve nothing to hide.” Here in this

advertisement they used mixed language (Bangla and English) where words and phrases mixed

up in more than one code quickly catch the customer's interest. Since English is an international
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 9

language, it brings a global value to the ad when English words are used either with other

languages or all alone in the ad.

Rhythm & Rhyme: The ads often use rhythm and rhyme. As a linguistic system in the

advertisement, rhyme and rhythm are added to provide a lyrical effect. For example, in lux

beauty soap advertisement their tagline is “Shourobh emon, Robe Bohukkhon”. These two lines

used in the ad to give the ad a lyrical influence. The enticing rhythmic phrases very easily

conclude meanings as it will gain the consumer's focus without difficulties.

Grice’s maxim: Most advertisement contains lies or such thing that is not possible or does not

have any strong evidence. Like in “Jui Narikel Tel” advertisement, their tagline is “Jui Narikel

Tel, romance er shuru ekhanei”. There is no proof that if we apply this hair oil our life will start

to be romantic, so this is flouting of maxim of quality. Another example is “Kool Deodorant

Body Spray”, their tagline is “kichu cheleder ke shobshomoi bhorosha kora jai, there are always

some cool guys”. This is maxim of relevant as this tagline is irrelevant with the product. Just

because he used body spray, it does not mean that he is trustable and women trust those boys

who use Kool deodorant spray.

Conversation Analysis: Advertisement uses sociocentric sequences, intonation, body language,

topic conflict method to grab attention of the consumers. For example, in Supreme washing

powder tvc, two women were talking. One woman was saying “Bhabi, Maldives e khub moja

korlen naa? Kahini kintu full bolte hobe, no half story.” Another one was saying, “Tar jonnoi toh

elam…” (This is utterance incompletor as the next speaker stopped her while talking) Then the

other woman was saying “Ei ei ki koro? (High pitch as she is raising her voice) Dadir kapor gulo

oi baltite (pointing towards the maid) Bolen bhabi” Here, she raised her voice and she was
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 10

pointing at the maid while talking which is intonation for high pitch and body language for hand

gesture. Here, the word “Bhabi...” is sociocentric sequences as we call our neighbor bhaabi in

Bengali culture. Also this is topic conflict because when the speaker was talking about her trip

the other person was talking with her maid to wash the clothes in different buckets. Another

example is Rupchanda soyabean oil where Grandfather and grandson were watching stars with

telescope.

Dadu: Ota ki bolotoh? Here it is post completor sentence as he finished his sentence while asking

a question. GrandSon: Otaa? Ota toh shoptorshi mondol. Here, he used inserted sequence

because he was replying the first pair part of an adjacency pair.

Euphemism: In advertisement there are some terms are used when expressing thoughts are not

easy to convey or connected to some topics that are not available to the public like talking about

physical relation. For example, “Panther condom TVC” it shows that the wife is smelling her

husband’s shirt, she is pouring milk in the glass while smiling and gives to him, they both are

looking at the moon in the roof and then the wife says in a low tone by holding his hands “onek

raat hoyeche cholo” the husband also says with a smile “cholo”. Here they did not openly say it

was about condom but indirectly showed the intimate scene to make people understand.

Social practice and taboo: It reflects kinds of problems that are not like recognition of society or

may have an effect on various social classes and specific interactions as well (Goddard, 2002,

p.65). For example, abortion ads that prove it are possible to avoid the shame of becoming

pregnant before marriage by utilizing those pills, sanitary napkin advertising. The use of such

words that are banned in a given way is often known to be taboo. It should be remembered that

in another way, a term or concern that is unacceptable in a culture may be embraced. For
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 11

example, “Panther Condom TVC” here they do not mention about sexual relationship but

indirectly tells to grab attention of consumers as talking about sexual relationship is taboo in the

society. It is interesting that in another sense, a term or topic that is taboo in a culture may be

recognized and may not be tackled as taboo. In this ad, they are using women as sex objects.

Similarly “kool deodorant body spray” ad showed that the girl is attracted by smelling men’s

perfume which is very insulting for women. Here in Bangladesh, women are depicted in vulgar

ways in many commercials. They use female models between the ages of 18-30 in most

Bangladeshi ads. They have such a sense that the icons of beauty are young girls. So they use

them in beauty products like Lux beauty soap, Fair and lovely fairness cream, Clear anti-

dandruff shampoo etc There's a general view of the attractiveness of women. She is considered

pretty although she is light-skinned. For example, “Fair and lovely body fairness cream” this ad

says that “Taai bebohar korun Fair and Lovely body fairness milk, er multi vitamin complex rod

theke bachai, de fairness expert der motoi glamorous fairness”. So, in this TVC they are showing

that being glamorous is to have white toned skin.

Discourse Analysis on Women’s Role in Bangladeshi Advertisement 12

Moreover, it is also showed that career women can perform better in home and workplace by

using a product, like “Radhuni Chatpati Masala”. Here, this ad shows that the lady has won

award of the year in the office, but when some colleagues were talking behind her that does she

really manages her house too? She gets tensed that she cannot feed her son chatpati when he was

craving for this and kept asking her. So, her husband bought her radhuni chatpati masala and

then she will able to make chatpati and took care of her children. It means that women need a

product to take care both outside and inside which is disrespectful. Also another stereotype is

about most of the ads shows women as domestic housewife. For example, “Rupchanda Soyabean

Tel” – here the mother/ housewife has to take care of her household chores, her husband, her in

laws and her children by using cooking oil.

Discourse Analysis on Women’s Role in Bangladeshi Advertisement 13

“Jui Narikel Tel” shows that women should have long black shiny hair to attract her partner.

So these advertisements showed gender stereotype like the philosophy of those ads is that

females are vulnerable, and for their protection, they still need their partners. They are still under

male domination, no matter how strong, brave, or bold a woman can appear.

Conclusion:

Too frequently, women are seen in ads that only housewives are dependent on men, sex

objects and not interested in making significant choices. The public criticism has been the

positions women play in ads. They are depicted in the ad as a sign of beauty, mother and chef,

women are inferior to men, and they are often irrelevantly depicted on ads often. The thesis

showed that advertisement perpetuates gender expectations from happy housewives to sexual

objects by using the critical discourse analysis and semiotic analysis of Flairclough. As frail,

reliant and inferior creatures, they are still represented. Both textual and visual components are

used to enhance assumptions of gender. But nowadays women are more focused and independent
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 14

in their life. Thus, advertisers need to emphasize that domestic work is not the only task for

women and that is not their integrity, success and happiness.

Reference:

1. Eckert and McConnell G. (2003) The Representation of Men and Women in Advertisements:

A Critical Discourse Analysis. Retrieved from

https://www.researchgate.net/publication/281237934_THE_REPRESENTATION_OF_

MEN_AND_WOMEN_IN_ADVERTISEMENTS_A_CRITICAL_DISCOURSE_ANAL

YSIS

2. Cankaya, M. (2013). Traditional? Modern? Or both? Representation of Gender in

Turkish TV Commercials. Journal of Social Sciences, 30, 279-295. Retrieved from

https://s.docworkspace.com/d/ALJV74nDkdQzss7Jj5WnFA

3. Gallagher, M. 2005, More Women in Media: The Way Forward. Report of the

Global Media Monitoring Project, Woodrow Wilson International Center for Scholars.

Retrived from

https://www.researchgate.net/publication/281237934_THE_REPRESENTATION_OF_

MEN_AND_WOMEN_IN_ADVERTISEMENTS_A_CRITICAL_DISCOURSE_ANAL

YSIS

4. Nagi, P. (2014). Projection of women in advertisement: A gender perception study.

International Journal of Managerial studies and research,2 (9), 75-88. Retrived from

https://s.docworkspace.com/d/ALJV74nDkdQzss7Jj5WnFA
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 15

5. Brown, G., & Yule, G. (1983). Discourse analysis. Cambridge: Cambridge University Press.

6. Flairclough,N.(1995a).Critical discourse analysis:the critical study of language. USA:

Longman.

7. Flairclough, N. (1995b). Media Discourse. NewYork, NY: Bloomsbury Academic.

8. Goddard, A.(2002). The Language of Advertising. London: Routledge.

9. Clear Bangladesh. (2019, October 17). New Clear anti dandruff shampoo [Video]. YouTube.

https://youtu.be/d2JNWQcJ8vE

10. Ads of Bangladesh. (2017, January 23). Kool Deodorant Body Spray [Video]. YouTube.

https://www.youtube.com/watch?v=54LqTfpjvY0&feature=youtu.be

11. Lux Bangladesh. (2019, June 4). Lux Beauty is our right [Video]. YouTube.

https://www.youtube.com/watch?v=R7Fsa-uXIc8&feature=youtu.be

12. Ad bd. (2013, September 10). Jui Narikel Tel [Video]. YouTube. https://youtu.be/P9Xwx-

wlmiY

13. Bangladesh Edible Oil. (17-10-14). Rupchanda Soyabean Oil TVC [Video]. YouTube.

https://youtu.be/DriZ5B2zkQ8

14. Ads of Bangladesh. (18-12-18). Smart Supreme Washing Powder [Video]. YouTube.

https://youtu.be/OyeXpg54XWo

15. Radhuni Bangladesh. (13-12-15). Radhuni Chatpati Masala [Video]. YouTube.

https://youtu.be/4_CqAFfpB_o
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 16

16. Induscom India. (2014, September 15). Fair and Lovely Bangla TVC [Video]. YouTube.

https://youtu.be/eZQ4pGmTBvI

17. Ads of Bangladesh. (16-01-17). Panther Condom TVC- Happy Wife [Video]. YouTube.

https://youtu.be/tRRtb5TfZhg

Appendix

1. Fair and Lovely Body Fairness Cream:

Nabila: Issshhh… matching niye kotto tension.

Nusraat: Janish versity te shobai amake ki niye dake? Miss matching.

Nabila: Kintu cheharar sathe gayer toker matching ta je missing.

“Taai bebohar korun Fair and Lovely body fairness milk, er multi vitamin complex rod theke

bachai, de fairness expert der motoi glamorous fairness”.

2. New Clear Shampoo:

Nusraat Faria: Protidin jotoi gham, dhula ba rod er mukhomukhi hoina keno ami thaki dandruff

free karon notun clear triple anti-dandruff technology o vitamin b3 shomriddho ja scalp er

gobhire giye shudhu dandruff e dur kore na, fire asha keo bondho kore. Taai dandruff free chule,

ami shobshomoi thaki confident, I’ve nothing to hide.

3. Radhuni Chatpati Masala:

Host: Award of the year…

Discourse Analysis on Women’s Role in Bangladeshi Advertisement 17

Collegues: Huh! Shera performer..

Another Collegue: Office e toh no.1, bashai?

Husband: Ki hoyeche?

Wife: (dull face) Babu onekdin dhore chotpoti khete chaiche.

Husband: Ohhoo... (Laughing) ei kothaa?

(Enters in a shop)

Husband: Ekta radhuni chatpati masala.

“Radhuni chatpati masala thakle bairer moto ghoreo apni shera performer, chatpatir shob

upokoron ache porimanmoto.”

Son: Chotpoti! (Excitement)

“Taai radhuni chatpati masala, shohojei shushad”

4. Smart Supreme Washing Powder:

Purnima: Bhaabii.. Maldives e khub moja korlen naa? Kahini kintu full bolte hobe, no half story.

Bhabi: Tar jonnoi toh elam…

Purnima: Ei ei ki koro? (High pitch as she is raising her voice) Dadir kapor gulo oi baltite.

(Pointing towards maid) Bolen bhabi.

Bhabi: Ki sundor nilpani..

Discourse Analysis on Women’s Role in Bangladeshi Advertisement 18

Purnima: Panite kintu chubiye rakhte hobe (pointing at the balti). Babur kapor gulo alada koro.

Ar bolben na bhabi.. bujhiye na bolle shob ultapalta kore, ki je kori.

Bhabi: Tin baltir kapor ek baltite nilei hoi.

“Kapor joto different e hok, solution ektai supreme detergent powder, er smart agents kaporer

rong thik rekhe kaporer protiti dag sathe anti-bacterial formula kapor ke kore jibanu mukto ar

chorai shubashito shourobh.”

Bhabi: Babur babu toh…

Purnima: Bhabi ek minute.

Bhabi: Bhabi abaar?

Purnima: Supreme washing powder, complete care!

5. Rupchanda Soyabean Oil:

Children were playing football meanwhile, rain starts.

Grandson: Dadu, arektu please…arektu kheli?

Dadu: Yes! (high pitch gaze)

Children: Yaaay… (Excited)

Father and Son were doing pushups.

Son: noi…dosh…

Mother: Yeah..
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 19

Son: Egaro..

Mother: Yeah, yeah yess! (Excited as his son won against his father)

Grandfather and grandson were watching stars with telescope

Dadu: Ota ki bolotoh..

Son: Otaa? Ota toh shoptorshi mondol.

Mother: Ghore baire oder durdanto activities e ekhon amr kono chinta nei, karon protidiner

rannai ami bebohar kori desher prothom vitamin A shomriddho Rupchanda Soyabean Tel.

“Vitamin A rog protirodhkari khomota barai, raatkana protirodh kore, chul o tokke kore shastho

ujjol. Tel er madhome amader shorir bhalobhabe vitamin A grohon kore. Vitamin A shomriddho

rupchandar shoktite apnar shontan ke bolun,yes. Rupchanda, shasther protiti fota.”

6. Lux beauty soap

Mim: Life e nishchoi onekbar shunecho, eta ki porecho? eto lal lipstick? eto shaj, lomba dul,

high heels? Manush toh kotha bolbei, kintu shoundorjo amader odhikare. Ar amar shoundorjer

shuru lux er sathe.

“Shaatti upadan shomriddho notun lux! Ja de komol o shourobhito tok bohukhon jure.”

Mim: Shoundorjo amader odhikar! Lux.

7. Jui Narikel Tel:

Mithila: Oh… ami purono hoye gechi naa? Ekhon ar amake bhalolagena.

Music starts and she tries to look good to impress her husband.
Discourse Analysis on Women’s Role in Bangladeshi Advertisement 20

After not getting any attention she sits and opens her hair. Her husband got attracted by her hair.

Mithila: Ki dekho?

Tahsan: Tomar chul.

(He tries to touch her hair)

Mithila: Chul dhorte hobena, tumi tomar hishabh niyei thako.

(He then woos her by paying attention towards her and then both are happy)

“Jui narikel tel, romance er shuru ekhanei”

8. Kool Deodorant Body Spray:

Some boys were coming to eve tease a girl in the railway station.

Tasnuva: (Smells perfume)

Siam: Ei naao… tomar elaichi cha, dhoro. Arre groom pani te dhua cup. Shubhora kintu station e

ashche.

Tasnuva: (coughs)

Siam: (Giving scarf to her) Accha, tomar thanda lagche amake bolbana?

Tasnuva: (smiles) kashchi toh shondha theke, tumi ettokhone dekhla? Nao train ashche.

(While picking the luggage she again smelled his perfume)

Jodio ami elaichi cha khaina, tobuo thanks. (Returning scarf)

Siam: Oporchito deya kichu keno khabe?

Discourse Analysis on Women’s Role in Bangladeshi Advertisement 21

“kichu cheleder ke shobshomoi bhorosha kora jai, there are always some cool guys”