Read e-book online The Language of Cosmetics Advertising PDF

By Helen Ringrow

ISBN-10: 1137557974

ISBN-13: 9781137557971

ISBN-10: 1137557982

ISBN-13: 9781137557988

This ebook bargains a cross-cultural comparability of French and British cosmetics ads and explores how the discourse of good looks advertisements represents principles approximately femininity in French and English language contexts. because the worldwide attractiveness expands and shoppers turn into extra severe of the claims made, the subject of cosmetics advertisements discourse is tested utilizing Feminist severe Discourse research. One universal topic underlying so much cosmetics ads discourse is that the feminine physique regularly calls for ‘work’ to mend its ‘problems’: flat pores and skin, dry hair, and so forth. the writer makes use of topics of language and gender, media and identification, and advertisements throughout cultures to reveal precisely what's going within the language of cosmetics ads and to supply a primary step in the direction of hard those rules and considering alternatives.

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The advertisement ends with a combined Positive Result and Positive Evaluation, again drawing on the discourse of protection: fortified with anti-pollution and anti-oxidant ingredients, it protects your skin, leaving it beautifully soft and healthy-looking, everyday. This Positive Result/Positive Evaluation has another instance of Fragmentation. It also uses a discourse of Surface Appearance in the adjectival phrase healthy-looking. Skin may not actually be healthy, but appears so. 5 shows the application of the model to Clarins Multi-Active Jour [Multi-Active day cream] from Elle France 6 May 2011.

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London: Longman. Litosseliti, L. (2006). Gender and language: Theory and practice. London: Hodder Arnold. 28 H. , & Mayr, A. (2012). How to do critical discourse analysis: A multimodal introduction. London: SAGE. , & Thornborrow, J. (2003). Branding and discourse: The case of Cosmopolitan. Discourse and Society, 1(4), 453–471. Marnette, S. (2005). Speech and thought presentation in French: Concepts and strategies. Amsterdam: John Benjamins. McRobbie, A. (2009). The aftermath of feminism: Gender, culture and social change.

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The Language of Cosmetics Advertising by Helen Ringrow

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