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Language, Gender, and Advertising

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Abstract

The chapter begins by exploring how the language of beauty advertising is inherently linked to questions of language and power. Relevant language, gender, and advertising research in Anglophone and Francophone contexts is then outlined, with an emphasis on how contemporary feminist linguistic research tends to focus on the construction of gender in certain contexts. In cosmetics advertising in particular, femininity is equated with consumption in order to improve one’s appearance, which is always seen as in need of ‘fixing’. By examining the language of beauty advertisements, female media representation can be explored and challenged.

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Authors and Affiliations

  1. School of Languages and Area Studies, University of Portsmouth, Portsmouth, UK

    Helen Ringrow

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  1. Helen Ringrow
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Ringrow, H. (2016). Language, Gender, and Advertising. In: The Language of Cosmetics Advertising. Palgrave Pivot, London. https://doi.org/10.1057/978-1-137-55798-8_2

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  • DOI: https://doi.org/10.1057/978-1-137-55798-8_2

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  • Publisher Name: Palgrave Pivot, London

  • Print ISBN: 978-1-137-55797-1

  • Online ISBN: 978-1-137-55798-8

  • eBook Packages: Social SciencesSocial Sciences (R0)

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