By Helen Ringrow
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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Additional info for The Language of Cosmetics Advertising
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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The Language of Cosmetics Advertising by Helen Ringrow