Emotion-laden lexicon in lifestyle magazines:
A strategy in the service of persuasion
Abstract
Weddings have become elaborate, costly events shaped by social expectations and media influence, particularly from bridal magazines. This study analyses the persuasive strategies in Bridal Guide, a leading U.S. magazine, focusing on its emotional lexicon. Using a mixed-method approach, emotional expressions are identified, classified by valence (positive/negative) and categorised by grammatical function. Results show a dominant use of positively charged language, especially adjectives, while negative terms are used sparingly but strategically within problem-solution structures. These discursive patterns intensify positive appeals and subtly promote consumerist behaviours. Emotional language thus emerges as a key persuasive tool, reinforcing idealised notions of marriage and the perceived necessity of wedding-related consumption. This analysis contributes to understanding how bridal media sustain gendered social expectations and commercial pressures around weddings.
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References
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