Language and Women Empowerment: A semiotic Analysis of Pakistani Advertisement

Abstract

This study investigates the visual and symbolic narratives of Pakistani women's empowerment in advertisements, aiming to reveal how advertisers meaningfully contribute to the conversation on gender equality and challenge traditional norms by incorporating themes of women empowerment. It explores how society’s views on gender roles are both shaped and reflected through advertisements, highlighting the dynamic interaction of body language and cultural symbols that refine and deepen the meaning within empowerment narratives. Using Roland Barthes’ semiotic model as the methodology, the researcher interprets both overt and covert meanings present in advertisements while exploring the cultural background that influences these representations. The results reveal multiple layers of meaning hidden in both language and visuals, demonstrating how advertisements can either reinforce existing gender norms or challenge them, thereby shaping public perceptions of women’s roles in society. To address existing gaps, it is recommended that advertisers promote inclusive and empowering imagery, avoid stereotypes, and collaborate with gender advocacy groups to drive positive social change.