Gendered Language: The Representation of Women Empowerment in Magazine Advertisements

Abstract

This research investigates the elaborated relationship between the Gendered language strategies and the depiction of women’s empowerment in magazine advertisements. As societies frequently advocator of women’s empowerment and gender equality, so the language used in media, particularly in advertising, has become a central focus. The aim of the study is to conduct a comprehensive analysis of different magazine advertisements from diverse industries to identify prevalent gendered language strategies that are employed in these campaigns. The research employed the qualitative research method and content analysis approach to analyze the gendered language and the employment of women. The research employed the Social Identity Theory (SIT) as theoretical framework to identify women roles. The data is selected from three famous Pakistani magazines such as 1: Gloss Magazine, 2:  She Magazine, 3: Women’s Own Magazine and extracted only those advertisements related to the topic. The findings of the study revealed that advertisements frequently employing gendered language and make their taglines about the empowerment of women aiming to inspire and uplift.