11486 ISSN 2286-4822 www.euacademic.org EUROPEAN ACADEMIC RESEARCH Vol. II, Issue 9/ December 2014 Impact Factor: 3.1 (UIF) DRJI Value: 5.9 (B+) Effect of Women Representation in Lux Advertisement on Pakistani Women Identity AFIFA HAMID ALI TAYYABA NAZ HUMERA AFTAB MALIK HAQNAWAZ DANISH Riphah International University Faisalabad, Pakistan Abstract: Through interpretation of visual images in commercial advertisement of lux (a multi-national brand of toilet soap), representation of women in multi-national brand is taken as imposition of new identity. Objective of this article is to investigate that representations of women in such adverts are contrary to the women ideology and cultural norms prevalent in traditional Pakistani society. It is attempted to unfold the hidden meanings produced in our cultural landscape using semiotic analysis of selected TV advertisement employing Saussurian semantic model of interpreting signs. For this purpose, latest commercial advertisement of LUX 2014 starring Indian actors and actresses is selected .This study has explored how multinational brand of lux is utilizing representation of women for commercial benefits, consequently transforming traditional Pakistani women into modernized, bold and glamorous new age women ,breed of globalized cultural hotchpotch .Examination showed that presentation of foreign culture in such adverts is contaminating Pakistani culture and its social values .It is assumed that majority of Pakistani population don’t admire such representation of women and culture on Pakistani TV channels. Key words: Semiotic analysis, representation, women identity, TV advertisements