Emotion-laden lexicon in lifestyle magazines:

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.