📄 Abstract
This study examines linguistic and emotional differences in gendered brand narrative, focusing on how male- and female-focused brands craft their taglines. Using quantitative content analysis, the research analyses 90 brand taglines to assess Emotional Appeal (EA), lexical diversity), use of adjectives, pronouns, and verbs, power words, and metaphors. Natural Language Processing (NLP) techniques alongside statistical tests (t-tests, Mann-Whitney U) are used to identify significant differences. Findings reveal that female-focused brands use more emotionally expressive language, adjectives, and pronouns, while male-focused brands emphasize action-oriented communication, power words. Female-oriented branding also incorporates more metaphorical language, and lower lexical diversity. This study contributes to marketing, consumer psychology, and gender representation in advertising by understanding linguistic patterns.
🏷️ Keywords
📚 How to Cite:
Sandeep Kumar Patra, Prof. Puspita Rajguru , GENDER-BASED EMOTIONAL APPEAL AND LINGUISTIC PATTERNS IN NARRATIVES OF INDIAN LIFESTYLE BRANDS , Volume 11 , Issue 2, february 2025, EPRA International Journal of Multidisciplinary Research (IJMR) , DOI: https://doi.org/10.36713/epra20344