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The Language of Cosmetics Advertising

Authors: Ringrow, Helen

  • Offers a Feminist Critical Discourse perspective on a corpus of advertising data collected from ‘women’s glossies’ 
  • Explores how the target consumer is constructed in a cross-cultural context
  • Considers the impact of the savvy consumer on advertising choices, including the increasing use of ‘scientific’ claims
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Buy this book

eBook $39.99
price for Brazil (gross)
  • ISBN 978-1-137-55798-8
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $54.99
price for Brazil
  • ISBN 978-1-137-55797-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

Helen Ringrow is Senior Lecturer in Communication Studies and Applied Linguistics at the University of Portsmouth, UK. Prior to this, she completed her PhD in Linguistics at Queen’s University Belfast, Northern Ireland, where she also contributed to undergraduate teaching on language and power.

Reviews

“The multi-billion dollar global beauty business thrives on the commoditization of the female body. Their obsession with sex, science and youthfulness are expertly laid bare in this skillful synthesis of critical linguistics and gender studies. Ringrow uses a corpus of cosmetics adverts from Cosmopolitan and Elle magazines to expose and challenge how femininity is discursively constructed in contemporary English and French media discourse. An essential text for anybody seeking to explore and resist corporate gender stereotyping.” (Matt Davies, Senior Lecturer, University of Chester, UK)

Table of contents (6 chapters)

  • Beauty Advertising in a Cross-Cultural Context

    Ringrow, Helen

    Pages 1-11

  • Language, Gender, and Advertising

    Ringrow, Helen

    Pages 13-29

  • Problems and Solutions: Pursuing the Youthful, Ideal Body

    Ringrow, Helen

    Pages 31-57

  • Femininity as a Sensual Identity

    Ringrow, Helen

    Pages 59-79

  • Scientised Beauty Advertising Discourse: With Peptides or Paraben-Free?

    Ringrow, Helen

    Pages 81-104

Buy this book

eBook $39.99
price for Brazil (gross)
  • ISBN 978-1-137-55798-8
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $54.99
price for Brazil
  • ISBN 978-1-137-55797-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
The Language of Cosmetics Advertising
Authors
Copyright
2016
Publisher
Palgrave Macmillan UK
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-1-137-55798-8
DOI
10.1057/978-1-137-55798-8
Hardcover ISBN
978-1-137-55797-1
Edition Number
1
Number of Pages
XIII, 118
Number of Illustrations and Tables
7 b/w illustrations, 14 illustrations in colour
Topics