Framing of femininity: A cognitive study of gendered metaphors in brand advertisements
This study delves into the metaphorical representation of women in advertising and its impact on consumer perceptions, grounded in Cognitive Metaphor Theory (CMT) as the guiding framework. By adopting a multimethod approach, the analysis combines Fairclough's three-dimensional model of Critical...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-08-01
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| Series: | Acta Psychologica |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691825005141 |
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| author | Amna Aziz Xu Wen Muhammad Khizar Hayat Naeem Suman Naeem |
| author_facet | Amna Aziz Xu Wen Muhammad Khizar Hayat Naeem Suman Naeem |
| author_sort | Amna Aziz |
| collection | DOAJ |
| description | This study delves into the metaphorical representation of women in advertising and its impact on consumer perceptions, grounded in Cognitive Metaphor Theory (CMT) as the guiding framework. By adopting a multimethod approach, the analysis combines Fairclough's three-dimensional model of Critical Discourse Analysis (CDA) and Structural Equation Modeling (SEM) to explore advertisements across various sectors, including fashion, cosmetics, sportswear, and automotive. The research uncovers three dominant gendered metaphorical categories: Women as Objects (WAO), Women as Nature (WAN), and Women as Animals (WAAN). The qualitative findings reveal that WAO metaphors contribute to the objectification of women, reducing them to passive, aesthetic beings, thereby negatively influencing the Overall Brand Perception (OBP). Contrarywise, WAN analogies highlight genuineness and natural beauty, although they may inadvertently reinforce conventional gender roles associated with care and passivity. WAAN metaphors were the most effective, portraying women as empowered and self-governing, hence significantly boosting OBP. SEM results demonstrated that gender influenced the interpretation of these metaphors, with women exhibiting a greater negative response to WAO metaphors and a more favorable response to WAN and WAAN metaphors. The research emphasizes the twin function of gendered metaphors in advertising: as cognitive instruments that reduce intricate concepts and as cultural narratives that influence societal standards. The results underscore the necessity for advertisers to prioritize inclusive and powerful depictions of women in accordance with modern principles of gender equality and diversity. |
| format | Article |
| id | doaj-art-6b550669ebd64d07b169b64ecf45a87c |
| institution | Kabale University |
| issn | 0001-6918 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Acta Psychologica |
| spelling | doaj-art-6b550669ebd64d07b169b64ecf45a87c2025-08-20T03:51:53ZengElsevierActa Psychologica0001-69182025-08-0125810520110.1016/j.actpsy.2025.105201Framing of femininity: A cognitive study of gendered metaphors in brand advertisementsAmna Aziz0Xu Wen1Muhammad Khizar Hayat Naeem2Suman Naeem3College of International Studies, Southwest University, Chongqing 400715, ChinaCollege of International Studies, Southwest University, Chongqing 400715, China; Corresponding author.School of Management, Harbin Institute of Technology, Harbin 150001, ChinaCollege of International Studies, Southwest University, Chongqing 400715, ChinaThis study delves into the metaphorical representation of women in advertising and its impact on consumer perceptions, grounded in Cognitive Metaphor Theory (CMT) as the guiding framework. By adopting a multimethod approach, the analysis combines Fairclough's three-dimensional model of Critical Discourse Analysis (CDA) and Structural Equation Modeling (SEM) to explore advertisements across various sectors, including fashion, cosmetics, sportswear, and automotive. The research uncovers three dominant gendered metaphorical categories: Women as Objects (WAO), Women as Nature (WAN), and Women as Animals (WAAN). The qualitative findings reveal that WAO metaphors contribute to the objectification of women, reducing them to passive, aesthetic beings, thereby negatively influencing the Overall Brand Perception (OBP). Contrarywise, WAN analogies highlight genuineness and natural beauty, although they may inadvertently reinforce conventional gender roles associated with care and passivity. WAAN metaphors were the most effective, portraying women as empowered and self-governing, hence significantly boosting OBP. SEM results demonstrated that gender influenced the interpretation of these metaphors, with women exhibiting a greater negative response to WAO metaphors and a more favorable response to WAN and WAAN metaphors. The research emphasizes the twin function of gendered metaphors in advertising: as cognitive instruments that reduce intricate concepts and as cultural narratives that influence societal standards. The results underscore the necessity for advertisers to prioritize inclusive and powerful depictions of women in accordance with modern principles of gender equality and diversity.http://www.sciencedirect.com/science/article/pii/S0001691825005141Gendered metaphorsFraming of femininityBrand advertisementsBrand perceptionCognitive metaphor theoryCDA |
| spellingShingle | Amna Aziz Xu Wen Muhammad Khizar Hayat Naeem Suman Naeem Framing of femininity: A cognitive study of gendered metaphors in brand advertisements Acta Psychologica Gendered metaphors Framing of femininity Brand advertisements Brand perception Cognitive metaphor theory CDA |
| title | Framing of femininity: A cognitive study of gendered metaphors in brand advertisements |
| title_full | Framing of femininity: A cognitive study of gendered metaphors in brand advertisements |
| title_fullStr | Framing of femininity: A cognitive study of gendered metaphors in brand advertisements |
| title_full_unstemmed | Framing of femininity: A cognitive study of gendered metaphors in brand advertisements |
| title_short | Framing of femininity: A cognitive study of gendered metaphors in brand advertisements |
| title_sort | framing of femininity a cognitive study of gendered metaphors in brand advertisements |
| topic | Gendered metaphors Framing of femininity Brand advertisements Brand perception Cognitive metaphor theory CDA |
| url | http://www.sciencedirect.com/science/article/pii/S0001691825005141 |
| work_keys_str_mv | AT amnaaziz framingoffemininityacognitivestudyofgenderedmetaphorsinbrandadvertisements AT xuwen framingoffemininityacognitivestudyofgenderedmetaphorsinbrandadvertisements AT muhammadkhizarhayatnaeem framingoffemininityacognitivestudyofgenderedmetaphorsinbrandadvertisements AT sumannaeem framingoffemininityacognitivestudyofgenderedmetaphorsinbrandadvertisements |