Thesis Abstract

Abstract
This thesis investigates the portrayal of gender in advertising language, with a focus on how gender stereotypes and representations are constructed and perpetuated in advertising campaigns. The research aims to analyze the language used in advertisements to understand how gender roles, expectations, and identities are communicated and reinforced through linguistic choices. The study employs a qualitative research approach, utilizing content analysis to examine a diverse range of advertisements across different media platforms. Through a combination of textual analysis and discourse analysis, the research identifies common themes and patterns in the representation of gender in advertising language. The literature review provides a comprehensive overview of existing research on gender representation in advertising, highlighting key theoretical frameworks and empirical studies in the field. Drawing on sociolinguistic theories and feminist perspectives, the study explores concepts such as gender stereotypes, linguistic power dynamics, and the impact of advertising on social norms and attitudes towards gender. The literature review also examines the role of language in shaping and perpetuating gender inequality, providing a theoretical foundation for the empirical analysis. The research methodology section outlines the data collection and analysis procedures employed in the study. A sample of advertisements from various sources is selected for detailed analysis, with a focus on both print and digital media campaigns. The analysis involves coding and categorizing linguistic features such as pronoun use, adjectives, and discourse markers to identify patterns of gender representation. The study also considers contextual factors such as product type, target audience, and cultural influences on advertising language. The discussion of findings section presents the results of the content analysis, highlighting key themes and trends in gender representation in advertising language. The analysis reveals the prevalence of gender stereotypes, gendered language, and power dynamics in advertising discourse. The study also examines the ways in which advertisers construct and reinforce traditional gender roles and identities through linguistic strategies. By analyzing the language used in advertisements, the research provides insights into the ways in which advertising shapes and reflects societal attitudes towards gender. In conclusion, the thesis summarizes the key findings of the study and discusses the implications for advertising practice and gender equality. The research highlights the need for advertisers to critically evaluate their language choices and challenge traditional gender stereotypes in advertising campaigns. By raising awareness of the ways in which language can perpetuate gender inequality, the study contributes to ongoing debates on gender representation in media and advertising. Overall, the research underscores the importance of linguistic analysis in understanding and addressing gender biases in advertising language.

Thesis Overview