Analysing Patriarchal Language Practices in Pakistani Advertisements: A Feminist Discourse Perspective

Abstract

This research study explores how language reinforces patriarchy. The qualitative language analysis was conducted on Pakistani advertisements, using data gathered from articles, websites, and scholarly journals. The study reveals that advertisements use language that reinforces the power dynamics and marginalisation of women. The research aims to provide insight into language practices that appear to be positive but, deep down, have an agenda.  By critically analysing the two Pakistani advertisements from different brands, such as Tapal Dane Dar and Shan Masala, it becomes evident that linguistic patterns are embedded with gender stereotypes and the marginalisation of women. The findings reveal that patriarchal language exists in society through gendered adjectives and narrative structures that reinforce the male figure as the authoritative person. The study also provides suggestions to overcome this gendered linguistic pattern that reinforces patriarchy. This paper contributes to feminist media studies and highlights how language perpetuates gender inequality in Pakistan.

Keywords: Media, language and gender, advertisement, patriarchy and women representation.