This book offers a cross-cultural comparison of French and British cosmetics advertisements and explores how the discourse of beauty advertising represents ideas about femininity in French and English language contexts. As the global beauty industry expands and consumers become more critical of the claims made, the topic of cosmetics advertising discourse is examined using Feminist Critical Discourse Analysis. One common theme underlying most cosmetics advertising discourse is that the female body always requires ‘work’ to fix its ‘problems’: flat skin, dry hair, and so on. The author uses themes of language and gender, media and identity, and advertising across cultures to expose exactly what is going on in the language of cosmetics advertising and to offer a first step towards challenging these ideas and thinking about alternatives.
Зміст
– Chapter 1: Beauty advertising in a cross-cultural context.- Chapter 2: Language, gender, and advertising.- Chapter 3: Problems and Solutions: Pursuing the youthful, ideal body.- Chapter 4: Femininity as a sensual identity.- Chapter 5: Scientised beauty advertising discourse: with peptides or paraben-free?.- Chapter 6: The case for Feminist Critical Discourse Analysis.
Про автора
Helen Ringrow is Senior Lecturer in Communication Studies and Applied Linguistics at the University of Portsmouth, UK. Prior to this, she completed her Ph D in Linguistics at Queen’s University Belfast, Northern Ireland, where she also contributed to undergraduate teaching on language and power.
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