Redefining Prevalent Societal Norms in Advertisement: A Critical Discourse Analysis of Ariel’s “Share the Load” by using Fairclough’s 3D Model

Abstract

ARTICLE HISTORY Received 29 May 2025

Accepted 12 July 2025

Published 14 July 2025

KEYWORDS

Advertisement, gender roles, multimodal discourse analysis, fairclough 3D model, social norms

Advertising in recent years has become a significant mode for social messages, and gender equality. Traditionally, advertisements have been tools for perpetuating gender roles, particularly by linking housework to women. In the context of Ariel's "Share the Load: How Strong is Your Home Team" campaign, this means shifting norms to promote the sharing of domestic responsibilities against the backdrop of traditional gender roles. This campaign, through its strategic use of multimodal elements, promotes the idea of equal partnership in household chores, with the ultimate aim of reshaping public perceptions of domestic chores. The study uses Multimodal Discourse Analysis (MDA) to examine how visual, textual, and auditory elements work together to convey the message of gender equality. The Fairclough 3D Model of CDA offers the analytical framework, that is, textual analysis, discursive practice, and social practice. This way, it is possible to explore the language used and the production and consumption context in which the advertisement was prepared and the broader implications that it has for society at large. This research looks at how Ariel uses its multimodal strategies in contesting the traditional approach toward gender roles in home work and towards shared responsibility. The paper also shows the reflection and challenge towards social norms by the campaign on the way to building gender equality discourse in household chores. This study brings out how the campaign contributes to a cultural shift toward egalitarian family structures and redefines gender roles in domestic labor, particularly in urban and progressive settings.