Linguistic Analysis Of Matrimonial Advertisements

Abstract

This study aims at analyzing particular language of matrimonial advertisements at different websites to evaluate whether it reinforces traditional gender role expectations manifested it print media advertisements. Mixed-Method Research is applied where quantitative method focuses on the frequencies of occurrence of particular linguistic elements in data; qualitative method looks into how these linguistic elements correspond with gender roles, cultural values and societal expectations. The data of 150 matrimonial advertisements are collected from various matrimonial websites. The analysis of the sample reflects that male profiles given at website draw more heavily upon characteristics of profession and finances than the female profiles which concentrate on the family and personal/physical characteristics. In the advertisements, the leading categories for male representation are occupation and education. On the other side, lexical items highlighting family standing and appearance are preferred for female proposals. These findings are aligned with the research conducted on the matrimonial advertisements in print media approving that the language of matrimonial advertisements reinforce traditional gender roles projecting females as objectified entities devoid of personal skills and capabilities. Likewise, males are valued for their earning and financial stability. The study recommends the future researchers to study more corpus of matrimonial advertisements to investigate what type of linguistic choices in advertisements are successful in Pakistani society for getting a suitable mate.