This research examines Pakistani television advertisements from the early 2010s to the early 2020s and their progression in terms of their representation of male and female gender roles due to socio-cultural changes. Advertisements of five brands - Ufone, Dalda Foods, Haier, National Foods, and Surf Excel - were analyzed to see in what ways gender role portrayals have changed over the decade, while using Holbrook (1987)’s mirror theory as used in marketing. A qualitative research methodology was adopted and the advertisements were analyzed using content analysis of roles portrayed, tasks performed, and locations used for men and women in the advertisements. In the early 2010s, advertisements portrayed women primarily as mothers or figures involved in household chores such as cooking and laundry and portrayed a certain ideal for women, whereas men were seen as breadwinners and only provided minimal support in child-rearing. Toward the end of the decade, women were found to be included in decision-making and seen more often in the corporate world. The image of men has also progressed, and are shown as more involved in child-rearing and household activities such as cooking and laundry. Several advertisements have become less stereotypical, which cannot be said for some food-related brands, such as Dalda Foods. In Pakistan, socio-cultural shifts have led to diminishing gender role segregation, which is also visible in most advertisements. Diversifying creative teams, monitoring advertising content, and emphasizing collaborative responsibilities can help Pakistani brands eliminate gender stereotypes and contribute to a more equitable and inclusive representation of gender in advertising, fostering positive societal change.

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