Unravelling the Linguistic Tapestry: A Discursive Study of Gender Portrayal in Select Indian Electronic Advertisement

Shubham Pathak^1* , Ipsita Mondal² & Swasti Mishra^3
1Research Scholar, Indian Institute of Technology, BHU, Varanasi. *Corresponding author.
²Independent researcher, 
³Assistant Professor, Indian Institute of Technology, BHU, Varanasi.

^{Rupkatha Journal, Vol. 16, Issue 1, 2024. https://doi.org/10.21659/rupkatha.v16n1.02g
[Article History: Received: 19 December 2023. Revised: 18 January 2024. Accepted: 24 January 2024. Published: 25 January 2024]
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Abstract

This discursive study explores the portrayal of empowering women in advertisements, shedding light on the evolving narrative within the realm of marketing and media. The analysis delves into the discursive strategies employed by advertisers to construct empowering representations of women, examining linguistic, visual, and cultural elements. Through a comprehensive review of diverse advertisements, this study investigates how these portrayals shape societal perceptions of women’s roles and identities. The research seeks to unravel the underlying discourses that either challenge or perpetuate traditional gender norms, assessing the impact of these representations on both individual and collective consciousness. By critically examining the discursive dimensions of women’s empowerment in advertising, this study provides insights into the socio-cultural implications and the potential role of advertisements in fostering positive societal change.

Keywords: Empowerment, advertisements, gender portrayal, discourse analysis.

Sustainable Development Goals: Gender Equality, Quality Education

Citation: Pathak, S., Mondal, I. & Mishra, S. (2024). Unravelling the Linguistic Tapestry: A Discursive Study of Gender Portrayal in Select Indian Electronic Advertisement. Rupkatha Journal 16:1. https://doi.org/10.21659/rupkatha.v16n1.02g