Empirical Exploration: Analysis of Gender Representations in Original and Translated Audiovisual Advertisements

Having conducted a theoretical exploration of gender, advertising, and translation in the first part of this book (Chapters I and II), I now proceed to its second part (Chapter III), which focuses on the empirical exploration of gender, advertising, and translation. As also mentioned in the introduction of this book, this study draws on sociocultural linguistics (see Bucholtz & Hall, 2005) in general and a social constructionist approach to gender identities (see Footnote 3) in particular.146 Through text-based qualitative analysis— “context-oriented research” (Saldanha & O’Brien, 2013/2014, p. 206) and, more specifically, “case study research” (p. 207; see also below)—I explore how women and men are (re)presented on the verbal and nonverbal levels of original and translated advertisements.