LINGUISTIC DIMENSIONS OF GENDER REPRESENTATION: A MULTIMODAL DISCOURSE ANALYSIS OF PAKISTANI ENGLISH MAGAZINE ADVERTISEMENTS

Abstract

This study investigates the linguistic dimensions of gender representation in Pakistani English magazine advertisements, focusing on two key publications, SHE and Friday Times. Utilizing a multimodal discourse analysis framework, the research examines how language, imagery, and layout collectively construct gendered narratives. Drawing on difference theory and multimodality, the study explores the interplay of text, visuals, and cultural norms in shaping perceptions of masculinity and femininity. The analysis reveals a dual narrative in gender representation: advertisements targeting men often emphasize authority, power, and professional success, employing bold text, large font sizes, and language associated with decisiveness and achievement. In contrast, advertisements directed at women frequently associate femininity with domestic responsibilities and beauty, using linguistic tools such as collocations and word choices tied to household tasks and aesthetics. Intertextuality and visual grammar are used strategically to reinforce these roles, creating layered meanings that resonate with cultural expectations. While some advertisements challenge traditional norms by including more inclusive portrayals, many still perpetuate stereotypical gender roles. This research addresses a critical gap in understanding gender representation in Pakistani media through a linguistic and multimodal lens. It underscores the need for advertisers to adopt progressive and inclusive strategies to promote equitable and diverse representations of gender in the media. The findings contribute to the broader discourse on gender and media, offering insights into the intersection of language, culture, and societal norms in advertising.